TSHWANE ACCOMMODATION SURVEY AND QUARTERLY MONITORING

UNDERTAKEN BY THE DEPARTMENT OF TOURISM MANAGEMENT UNIVERSITY OF PRETORIA

ON BEHALF OF THE CITY OF TSHWANE TOURISM DIVISION

Final Report December 2009

Table of Contents
1. EXECUTIVE SUMMARY................................................................................................... 5 2. Background to the survey.................................................................................................. 9 3. Benchmarking study........................................................................................................ 11 4. Research Methodology.................................................................................................... 12 4.1 4.2 4.3 Database development........................................................................................ 12 Questionnaire development ................................................................................. 13 Data collection process........................................................................................ 13

5. Findings .......................................................................................................................... 15 5.1 5.2 5.3 5.4 5.5 General Information............................................................................................. 15 Type of accommodation providers and amenities ................................................ 15 Star grading......................................................................................................... 16 MATCH Status..................................................................................................... 16 Product consumption ........................................................................................... 17 Stay units and beds ............................................................................................. 17 Occupancy levels ................................................................................................ 17 Peak business periods......................................................................................... 18 5.6 Geographical Markets.......................................................................................... 19 Rest of African continent guests .......................................................................... 20 International guests ............................................................................................. 20 5.7 Booking methods and markets ............................................................................ 21 Booking methods................................................................................................. 21 Markets................................................................................................................ 21 5.8 Operational Issues............................................................................................... 21 Years in operation ............................................................................................... 21 Plans for expansion ............................................................................................. 22 Permanent staff employed ................................................................................... 22

5.9

Memberships and awards.................................................................................... 22 Memberships ....................................................................................................... 22 Awards ................................................................................................................ 22

6. Quarterly Measuring Mechanism ..................................................................................... 23 7. Recommendations .......................................................................................................... 25 Addendum A Benchmark Study.................................................................................... 26 Introduction and background............................................................................................... 27 1. International best practices.............................................................................................. 30 1.1. Australia .............................................................................................................. 30 Who?................................................................................................................... 30 What?.................................................................................................................. 30 How? ................................................................................................................... 30 1.2. Canada................................................................................................................ 35 Who?................................................................................................................... 35 What?.................................................................................................................. 35 How? ................................................................................................................... 35 1.3. New Zealand ....................................................................................................... 38 Who?................................................................................................................... 38 What?.................................................................................................................. 38 How? ................................................................................................................... 38 1.4. United Kingdom ................................................................................................... 41 Who?................................................................................................................... 41 What?.................................................................................................................. 41 How? ................................................................................................................... 41 1.5. The Joint WTO and IH&RA study on hotel classification...................................... 44 Background ......................................................................................................... 44 Application for the Tshwane Accommodation Survey .......................................... 44 2. Local benchmarking ........................................................................................................ 45

2.1

Stats SA .............................................................................................................. 45 Who?................................................................................................................... 45 What?.................................................................................................................. 45 How? ................................................................................................................... 45

2.2

Tourism Grading Council ..................................................................................... 47 Who?................................................................................................................... 47 What?.................................................................................................................. 47 How? ................................................................................................................... 47

2.3

South African Tourism ......................................................................................... 48 Who?................................................................................................................... 48 What?.................................................................................................................. 48 How? ................................................................................................................... 48

2.4

Cape Town .......................................................................................................... 50 Who?................................................................................................................... 50 What?.................................................................................................................. 50 How? ................................................................................................................... 50

2.5

Kwazulu-Natal ..................................................................................................... 53 Who?................................................................................................................... 53 What?.................................................................................................................. 53

2.6

Gauteng............................................................................................................... 56 Who?................................................................................................................... 56 What?.................................................................................................................. 56

3. References...................................................................................................................... 57 4. Addenda to the benchmarking study ............................................................................... 58

Addendum B Alphabetical Database ............................................................................ 72 Addendum C - Further analysis of occupancy levels..................................................... 79

1. EXECUTIVE SUMMARY
From March to June 2009, the Department of Tourism Management at the University of Pretoria undertook a survey of all accommodation available in the Tshwane Metropole. This included the establishment of a baseline accommodation database through a comprehensive survey, as a first effort toward the development and implementation of quarterly monitoring and tracking mechanisms to measure the occupancy rate of tourism accommodation in the City of Tshwane.

BENCHMARKING AND PERFORMANCE INDICATORS

The first step toward the survey was to conduct an investigation of international and local accommodation performance indicators being utilised in the industry, in order to ensure that any data collected and analysed could easily be used to compare/benchmark the citys performance to that of other cities in South Africa and internationally.

What happens internationally?

At an international level, a number of destinations were randomly selected as appropriate sources for benchmarking, based on the fact that they are regarded as key international and successful destinations. They included Australia, Canada, New Zealand, the UK as well as a hotel classification study done by the United Nations World Tourism Organisation (UNWTO). Key findings and guidelines from these destinations include the following: Making use of the same accommodation classifications (categories) as used internationally where possible (some forms of accommodation e.g. motels not applicable to South Africa) Focusing on and using the same performance indicators as used internationally where possible. Most popular indicators include: - Numbers and Type of Establishments - Number of stay units/beds - Guest nights - Takings from accommodation - Occupancy rate - Average length of stay (days) Providing common specifications and standards for surveys in order to ensure comparable occupancy data for the whole country. Make variety of information sources and data freely available to the industry. A very open approach toward sharing of market intelligence. Importance of a statistical clearing house to control quality, validity and relevance of research conducted. Timeous implementation of surveys (building familiarity within the industry) encouraging participation and raising credibility of the survey. An ongoing quarterly survey as basis and then gradual expansion of survey focus to include more sectors (time given to smooth out process and then broaden with the necessary skills and capacity to deal with a lot of detailed data). Data are re-published in bulletins released by a central agency as well as a variety of government and semi-government agencies. Regular updates of data made available in electronic format and continuous feedback to industry regarding developments.

Continuous updating of lists of accommodation establishments provided by the various Tourism Commissions and Industry Associations (industry cooperation to maintain information). Feedback provided to individual property owners (to encourage and support their own strategic planning processes) Encouraging research by providing user-friendly research toolkits (thereby promoting standards throughout the sector).

The picture in South Africa

National accommodation statistics were difficult to find. The following sources of national statistics were available: Stats SA: who undertakes a monthly Tourist Accommodation Survey. This survey is based on a sample of public and private enterprises involved in the short-stay accommodation industry in South Africa; drawn from the Business Sampling Frame (BSF) that contains businesses registered for value-added tax (VAT). It is thus not necessarily done from a tourism perspective. South African Tourism: Data in reports are based on statistics collected by the Department of Home Affairs. It is processed and released by Stats SA and SAT uses these stats in good faith. Among the research reports available, no specific reference was made to accommodation reports/data. When mentioning any facts related to accommodation in press releases, SAT refers to the Tourist Accommodation Survey done by Stats SA. Tourism Grading Council: Data obtained from the Council focuses mostly on member establishments. For the purpose of the survey, the different accommodation categories were adopted to ensure that the Tshwane database corresponds to classifications used nationally. At a regional level, the following key competitive destinations practices were investigated: The City of Cape Town and the Western Cape appeared to have a very strong research database and research practices in place. Among others, they: - compile a Western Cape Tourism Barometer; - the Citys Tourism Department also initiates several research projects such as an accommodation Pricing Survey and a Snap Shot Accommodation Survey; - they also use research done by SA Tourism (in their domestic and international surveys) to compile a comprehensive Cape Town and Western Cape Destination Performance report. KwaZulu-Natal Tourism Authority undertakes a great variety of research and they started with a comprehensive Tourism Asset Database in 1997. This database and the way in which it is being operated and maintained, proved to be a powerful tool with several benefits to authorities and industry members alike. This resource is maintained by a dedicated team of TKZN staff, with the support of all District Municipalities and CTOs in the province. (Refer to the benchmark study for more detail on this very effective research tool). Gauteng Tourism Authority has a Research and ICT division (Strategic Research Unit). The GTA has its own database compiled a few years ago and periodically updated when they get more information on different accommodation establishments that are new. - GTA requests information from Municipalities because most new establishments register their business and inform Municipalities about themselves. - The information and database contains information on graded and non-graded accommodation and/or tourism products. - They also go to the Tourism Grading Councils website to get the most updated database of graded accommodation and other tourism products. 6

KEY FINDINGS ON THE ACCOMMODATION SECTOR IN TSHWANE

Methodology in short
An unverified database was developed containing approximately 500 establishments. Four hundred and fifty establishments were contacted electronically and about 100 telephonically and by means of fax. One hundred and forty one (141) respondents verified their details, completed the questionnaire, and gave consent for their details to be used on the Tshwane Tourism website and at the various Information Offices. This is a 31% response rate. Capacity and quality in the City A total of 3044 beds have been counted in 1658 stay units. Hotels account for 37% of the total number of beds and stay units available, while guest houses and Bed and Breakfasts make up approximately 55%. Seventy five percent (75%) of establishments are star graded by the TGCSA. Simultaneously, only 8% have been signed up to be promoted through MATCH for the 2010 FIFA World Cup. Two thirds of accommodation providers are part of at least one industry association. More than 80% of accommodation providers have not received any awards, with the providers who have, receiving them mainly from Tshwane Tourism and the AA. Product consumption and operational issues Seventy one percent (71%) of accommodation providers had an occupancy rate of higher than 40% both during 2008 and during the first quarter (January to March) of 2009. The main target market for the City was indicated as local guests from provinces other than Gauteng; with Gauteng guests second frequently mentioned; and international guests are hosted less than local guests, but still more than guests from SADC and the rest of the African continent who appear to be visiting the least. The majority of bookings to accommodation providers are made via e-mail and telephone; with travel agents and web portals used surprisingly little. Seventy three percent (73%) of accommodation providers have been in operation for more than 3 years, with 50% indicating plans to expand their ability to accommodate guests. Improvements to guest amenities and recreational facilities were also mentioned by about 25% of accommodation providers. Eighty five percent (85%) of accommodation providers employ less than 10 employees, with only hotels stating that they employ more than 50 employees on a permanent basis.

Also refer to Addendum C Further analysis of occupancy levels

RECOMMENDATIONS TAKEN FROM THE SURVEY

Call for immediate action It is the recommendation of the research team to make sure that feedback be given to the industry as soon as possible regarding the results of the survey. After approval of the survey report, the executive summary or a graphically designed newsletter should go out to all accommodation industry members. This should include all establishments on the database, thus including those that did not participate in the survey. In this way these establishments can see the results of the survey and could be encouraged to (even at this late stage) decide to participate in the baseline survey. The establishments who participated in the survey should be given exposure on the Tshwane Tourism website as soon as possible. They have given consent for their information to be used for promotional purposes and this is a promise that should be carried through by the Division in order to gain trust in the survey and ensure future participation in the quarterly surveys. The website can also encourage non-participants to (at this late stage) decide to participate in the baseline survey even if it is for the sake of gaining exposure on the website. This will form the grounds for future communication and will also contribute to the comprehensiveness of the database. The two ways mentioned above can serve as the basis for an effort of continuous awareness-making of the questionnaire. In other words, these platforms should be used to refer industry to the questionnaire of the baseline survey. This survey link and questionnaire will be kept active for at least the next 3 months in an effort to expand on and improve the database.

Recommendations for future implementation of the survey Increased effort to liaise with accommodation providers in order to increase the number of responses; A strategy to access information from accommodation providers who do not make use of electronic communication, mainly providers in the townships; A quarterly newsletter to all the accommodation providers, giving feedback about the information gathered and the way forward; Continued gathering of information from accommodation providers who become willing to provide their information; A shortened quarterly monitoring mechanism to gather information on occupancy rates in order to enable the City to identify trends; and Continued feedback regarding quarterly surveys.

2. BACKGROUND TO THE SURVEY

In March 2009, the Department of Tourism Management at the University of Pretoria was commissioned to undertake a survey of all accommodation available in the Tshwane Metropole. This includes the accommodation provider of a baseline accommodation database (through a comprehensive survey) and the implementation of quarterly monitoring and tracking mechanisms to measure the occupancy rate of tourism accommodation in the City of Tshwane. The project is regarded as the implementation phase of a more focussed approach towards benchmarking international and local accommodation indicators at city level. Such an approach is important in order to ensure that, after performance indicators are developed for the City of Tshwane, the data can easily be used to compare the citys performance to that of other cities in South Africa and internationally. It was decided to take on the project with a Three Step Approach. Step One: Benchmarking international and local accommodation indicators at City level. This is important to ensure that after performance indicators are developed for the City of Tshwane, the data can easily be used to compare/benchmark the citys performance in terms of identified performance indicators such as occupancy rates, to that of other cities in South Africa and internationally. By utilising the national and international networks available to the University of Pretoria, a desktop research of key international and local trends and best practices regarding approaches and methodologies for profiling, monitoring and benchmarking of economic indicators (an economic indicator is a statistic about the economy that allows for analysis of economic performance and predictions of future performance) at the city level will be undertaken. Step Two: The development of a baseline accommodation database through a comprehensive survey. The strategic importance of the baseline accommodation database is a key to ensure accurate information on the capacity and geographical distribution of accommodation facilities is used for decision-making and planning before, during and after the hosting of the Confederations Cup in 2009 and the Soccer World Cup in 2010. The accommodation survey is an important prerequisite towards developing the quarterly monitoring and tracking mechanisms to measure the occupancy rate as a performance indicator of tourisms contribution to economic growth in the city. Step Three: Development of a quarterly monitoring and tracking mechanism to measure the occupancy rate of tourism accommodation in the City of Tshwane. The main aim is to determine a baseline with a view to measure the occupancy rate (the number of stay unit nights sold, divided by the product of the number of room nights

available and the number of days in the survey period expressed as a percentage) for the City of Tshwane. After completion of steps one and two, and armed with insight into national and international best practice; having other prominent cities to benchmark approaches and methodologies for monitoring of tourism economic indicators against; and having established a baseline tourism accommodation database the last step is to develop a quarterly monitoring and tracking mechanism for Tourism in the City of Tshwane. The first mechanism/tourism economic indicator to be implemented will be measurement of the occupancy rate of tourism accommodation facilities in the City of Tshwane.

10

3. BENCHMARKING STUDY
The benchmarking study was the first step of the project. The benchmark study served as a rich source of information and provided the professional team with examples of how to structure the survey. This enabled the research team to gather information for the database more efficiently as well as structure the questionnaire in such a way that it would yield adequate data, thus facilitating trouble-free analysis and future use of the data gathered in this round. Database information gathering started early in the project and was influenced by the benchmark study as and when we came across good practices in other countries/regions. The benchmark study was completed before designing and distributing the survey. This was done in order to ensure that the questionnaire would be in line with international and local best practices and to ensure the relevance of the data collected throughout the survey.

Refer to Addendum A for the complete benchmarking study.

11

4. RESEARCH METHODOLOGY
The research method employed consisted of three phases. The first, as already discussed, was to benchmark how tourism research is being done locally and abroad, with specific reference to accommodation studies. Simultaneous to the desktop research conducted for the benchmark study, a database was developed, continuously influenced by information on database compilation gathered in the benchmark study. With the benchmarking study as a powerful tool, the questionnaire was developed. The survey was subsequently sent out to accommodation providers within the Citys metropolitan boundaries.

4.1

DATABASE DEVELOPMENT

A primary database was developed, using desktop research and information provided by Industry Associations. Additional sources commonly used in the tourism industry, such as AA tourism information guides, the yellow pages, Tourism Indaba literature, promotional pamphlets and booklets were used to flesh out the database. This database consisted of approximately 840 accommodation providers. The database was then verified by means of the internet, telephonic contact or through e-mail and fax. Some 450 accommodation providers remained. This means that 390 initial providers were excluded. This was mainly due to the lack of any contact details for about 200 of the accommodation providers, with a further 150 either having incorrect contact details or werent available to provide contact details other than a telephone number. About 40 accommodation providers have closed down, some as long as ten years ago. The questionnaire was sent out to accommodation providers using the verified list. Accommodation providers were requested to complete the questionnaire. In the questionnaire they were requested to give explicit consent for their information to be made publicly available on the City of Tshwanes Tourism Website as well as at the Citys Tourism Information Centres. Of the 141 responses received, only two refused that their information could be placed on the Tshwane Tourism Website and be made available in tourism Information Centres. Database information that was obtained through the desktop research should not be published as the accuracy of the information cannot be guaranteed, neither has consent been given to share the information publicly. Details of accommodation providers who have verified their contact details and have given explicit consent for their marketing information to be published are attached to this report as Addendum B. Continuous efforts should be made to update, verify and add accommodation providers details to the database. An inadequacy in the existing database is the exclusion of accommodation providers who do not use or do not have access to internet communication. Difficulty in contacting accommodation providers with little or no electronic contact resulted in their exclusion from the database and survey information. This is primarily a problem with accommodation providers within townships in and around Pretoria. They are also more difficult to contact as many have little or no means of contact as they have fewer resources available.

12

A strong recommendation is to focus specifically on the accommodation providers in townships by establishing contact through existing industry specific associations. At this point it is also important to open up conversation on any suggestions and ideas to improve contact with industry members at large. The Tshwane Tourism website could prove to be a valuable tool in this regard, if employed effectively.

4.2

QUESTIONNAIRE DEVELOPMENT

The survey was seen as the first step toward the creation of a comprehensive tourism resource database for the City of Tshwane in the longer term. The purpose of the survey was twofold. First, it was used to personally verify contact details and obtain consent from accommodation providers to include them on the Tshwane Tourism Website and make their contact details available at the various Tourism Information Offices. Secondly, it was used to obtain valuable industry specific information that would serve as a basis for future quarterly assessments. The longer term goal is then to provide the industry with relevant and up to date information regarding trends in the industry, by means of quarterly industry specific information made available on the Tshwane Tourism Website. The survey also had the interim purpose of determining the Citys capacity in terms of accommodation for the Confederations Cup and Fifa Soccer World Cup. By way of this survey we endeavoured to obtain a clear picture of the profile of accommodation providers in the City and to determine the needs of these accommodation providers in an effort to assist the sector with further development. The questionnaire gathered information on the following: General contact information of the accommodation providers as well as consent to publish such information, The type of accommodation provider they are and the amenities they provide, Their Star-grading status as well as their Match status, Product consumption, The geographical markets they serve, Booking methods and pricing range, Operational issues, such as plans to expand, number of years they have been in business, number of people permanently employed and the difficulties experienced in terms of service delivery, and Memberships and awards.

4.3

DATA COLLECTION PROCESS

The database was used to enable contact with accommodation providers. An invitation to participate in the research and to register for inclusion on the Tshwane Tourism Website was sent out on 12 May 2009. The survey closed a month later on 12 June 2009. Reminders and encouragements were sent twice in order to enhance the number of responses from accommodation providers. Accommodation providers without e-mail addresses were 13

contacted telephonically, wherein they either provided an e-mail address to be used, or requested the questionnaire to be faxed. Approximately 450 accommodation providers were contacted electronically. Ten accommodation providers, of which 9 were located in townships, were faxed. No faxed responses have been received to date. A total of 141 responses were received. A response rate of 31% was obtained, and 81% of accommodation providers completed the entire questionnaire. This is in line with the industry average and should be considered quite good, as this has been the first contact that has been made with accommodation providers from the University of Pretoria and the Citys side. The response rate to similar questionnaires might improve in future as reliable communication develops between the industry and the Tourism Division, and as the database is expanded to include all interested parties.

14

5. FINDINGS
The information gathered from the accommodation providers that participated in the survey is discussed below. It is important to take note that not all 141 accommodation providers who started the survey completed it and therefore information on the exact amount of accommodation providers who completed specific sections of the questionnaire is provided throughout.

5.1

GENERAL INFORMATION

One hundred and forty one accommodation providers provided their contact details. Nearly half of all accommodation providers provided their GPS coordinates, which would enable GIS mapping. As noted previously, this information could be published and used on the Tshwane website as accommodation providers have agreed for this to be done.

5.2

TYPE OF ACCOMMODATION PROVIDERS AND AMENITIES

The types of accommodation providers, who responded to the questionnaire, were as follows.

It is clear that the vast majority of accommodation providers (74%) are represented by guesthouses and bed and breakfasts. Amenities provided by the accommodation providers were divided into three sub categories, those amenities available on site, those within walking distance, and those within a short driving distance (20km).

15

Most noteworthy on site amenities provided by accommodation providers is secure parking (98%) and internet access (87%). However, results show that only 22% of accommodation providers make provision for facilities for disabled tourists. This might be due to the difficulty of changing an existing building to suit the needs of disabled persons. Just more than half (52%) of accommodation providers provide conference and meeting facilities. Almost 75% of accommodation providers have reported to be within driving distance of sporting facilities, whereas 98% reported to have easy access to shopping centres.

5.3

STAR GRADING

Three quarters of the accommodation providers have been graded, the majority by the Tourism Grading Council of South Africa (TGCSA). Almost 44% of accommodation providers have a 3 star grading and 42% a four star grading. Only 6% of accommodation providers have a 5 star grading, and only 5% a two star grading. This may be indicative of a very balanced market. During 2008 and 2009, 72% of the accommodation providers have been graded. This may point to a somewhat recent tendency to get accommodation providers graded. The chart below gives an indication of the types of accommodation providers that have been graded.

The accommodation providers that have not been graded (25% of the total) seem to be divided on the issue. Fifty percent of accommodation providers are either willing, currently looking into being graded or awaiting results from applications. The remaining fifty percent reported that there are no real benefits to being graded, that it is not essential for them to be able to do business and that grading is too expensive.

5.4

MATCH STATUS

Accommodation providers who have already entered into a contract with MATCH amount to only 8%. These include 2 B&B, 3 Guest House, 3 Hotels and 2 Self-Catering accommodation providers. An additional 10% of accommodation providers are awaiting results of their application. These include 1 B&B, 8 Guest Houses, 4 Self-catering units and 1 Hotel. The remaining 82% of accommodation providers reported that they have never had contact with MATCH, or in some cases, are totally unaware of what MATCH entails. About 52% of 16

accommodation providers who havent had contact with MATCH before, indicated their willingness to consider it, 21% reported a hesitant, but positive attitude toward registration with MATCH. The remaining 17% indicated that they do not want to have any contact with MATCH. Main reasons cited for not being registered with MATCH, in order of frequency cited, are as follows: Not familiar with the project (37%) Hesitant to enter into such a fixed contract (30%) Business is not focussed specifically on 2010 (20%) Inclusion into the MATCH contract is too complicated and/or expensive (12%) Dont have the required star grading (10%)

Twenty accommodation providers (18%) cited other reasons for not entering into a contract with MATCH. The other reasons that have been cited include accommodation providers already booked for that period (6/20); accommodation providers currently considering or in the process of application (3/20); and accommodation providers not situated in the right location, for example Hammanskraal (3/20).

5.5

PRODUCT CONSUMPTION
STAY UNITS AND BEDS

One hundred and twenty accommodation providers completed this question. A total of 3044 beds have been counted in 1658 stay units. Six TGCSA graded hotels across the Tshwane Metro account for 37% of the total number of beds and stay units available. Three hotels did not complete this question. Guest houses and Bed and Breakfasts make up approximately 55%, three quarters of these accommodation providers are star graded. Self-catering cottages make up the majority of the remaining 8% of which 65% is graded by TGCSA. OCCUPANCY LEVELS Occupancy levels were requested for both 2008 as a whole as well as for the first quarter of 2009, January through to March 2009. It is evident from the chart that 73% of accommodation providers had an occupancy rate higher than 40%, similarly 71% of accommodation providers had occupancy levels higher that 40% in the first quarter of 2009. The trend followed in 2008 seem to be comparable with the trends noted for the first quarter of 2009. Also refer to Addendum C Further analysis of occupancy levels

17

PEAK BUSINESS PERIODS Peak business periods have been reported to be primarily midweek with 75% of accommodation providers reporting peak activity during this time. Weekend occupancy was reported to be around 38%, with an overlap of 19%. This overlap indicates the percentage of accommodation providers capturing both midweek and weekend travellers. The large amount of midweek travellers could be a noteworthy indication toward business travellers, and may include travellers attending specific events. Of all the holiday periods, occupancy levels during the Easter holidays were highest with 14% of accommodation providers recording activity at that time. Other school holidays and summer vacation periods were less busy than the Easter holidays. This indicates a rather low percentage of recreation and vacation travellers to the area.

Twenty one percent of accommodation providers had no data available on their average length of stay. One hundred and eleven accommodation providers provided information. Almost 50% of accommodation providers reported an average stay of between 3 and 5 nights, 40% reported shorter stays. About 7% of accommodation providers reported long term stays, exceeding 30 days. About 5% of accommodation providers provide longer term stays. 18

5.6

GEOGRAPHICAL MARKETS

Accommodation providers were requested to give an indication of the origin of their guests. The frequency that any given province, of country was mentioned was counted, The graphs below all indicate the number of times the specific province, country or region was mentioned. Tourists who made use of accommodation providers in the Tshwane Metro originate primarily from South African provinces other than Gauteng. Accommodation providers rated the proportion of guest from specific origins. The second most guests come from Gauteng itself, followed by International guests. Interestingly, guests from the SADC region and the rest of Africa are rated very low.

It is interesting to note that both local and international travellers currently outnumber guests from Africa. Markets are expected to decrease from all regions with the exception of International guests. A slight increase in guests from the rest of Africa is also expected.

Local guests came primarily from the metropolitan areas, such as the Western Cape and Gauteng. This contributes to the thinking that a large proportion of guests travel for business reasons. 19

Origin of SADC guests

Guests from the SADC region is focussed around Botswana, Zimbabwe and Namibia with fewer guests from higher up in the continent. REST OF AFRICAN CONTINENT GUESTS Guests visiting from the rest of the African continent are not significant. The most frequently mentioned countries were Nigeria, Kenya and Uganda, with Nigerian visitors equal to Zambian visitors from the SADC region. INTERNATIONAL GUESTS International guests originate predominantly from affluent western countries. This is also in line with the major target markets as identified for South Africa by SAT.

The majority of international visitors come from the affluent countries like the UK, USA and Europe. It is interesting to note that China is the only significant source of travellers from outside the West. This might be due to increased business and political relations with China. Countries that have been mentioned less than 6 times were excluded from the chart.

20

5.7

BOOKING METHODS AND MARKETS

BOOKING METHODS

Accommodation providers were asked to rank the methods used to make bookings at their accommodation providers. The majority of accommodation providers make use of e-mail and telephone to make their bookings. This might be due to the fact that the accommodation providers who responded to the questionnaire all had adequate access to e-mail. Bookings made through the internet were rated third and fourth. Bookings made through own websites slightly outnumbered those made through travel portals. Travel agents doesnt seem to be used significantly, more so by larger accommodation providers than smaller ones. MARKETS About two thirds of accommodation providers cater mainly for the business market. However, many accommodation providers seem to be adjustable to the needs of their traveller and would provide whatever service the traveller requires. Several accommodation providers reported catering for all markets from budget through to upmarket. Accommodation providers focussed on upmarket business are mainly guest houses and boutique hotels, while business and budget accommodation is provided by B&Bs, guest houses, hotels, backpackers and camp sites.

5.8

OPERATIONAL ISSUES

Several operational issues were queried. These included the number of years the accommodation provider has been in operation and their plans for expansion. The number of permanent staff they employ as well as problems they might experience and support they needed was explored. YEARS IN OPERATION Accommodation providers that have been in operation for more than three years make up 75% of the total 115 accommodation providers who supplied data to this question. Ten percent of accommodation providers reported to be in their first year of operation, while 32% of accommodation providers were in their third to fifth years and 30% has been in operation for longer than 10 years. Three quarters of all accommodation providers who have been star graded by the TGCSA, have been in operation for more that three years and have a star grading of 3 or higher. Moreover, more established accommodation providers tend to be star rated higher than 4 stars. Most guesthouses have been in operation between 3 and 5 years however, there is an even spread of recently opened guesthouses (less that 2 years in operation) and well established guest houses (more than 10 years in operation). The majority of hotels have been in operation for more than ten years and no hotels that have been in operation for less than three years have participated in the survey. Bed and Breakfasts represent a large proportion of well established accommodation with a constant supply of new and medium term accommodation providers also available.

21

PLANS FOR EXPANSION Half of all accommodation providers indicated that they have plans to expand on their ability to accommodate guests, with 30% and 25% of all accommodation providers indicating that they plan to increase their ability to host functions and guest amenities respectively.

Two hotels indicated their intent on refurbishing and upgrading existing room capacity and guest amenities. PERMANENT STAFF EMPLOYED Eighty five percent of accommodation providers employ less than 10 people on a permanent basis. This may be an indication of the extent of the the role played by the small business in the tourism industry. Only star graded hotels employ more than 50 people on a permanent basis. It may prove interesting to compare the number of people employed with the number of available beds.

5.9

MEMBERSHIPS AND AWARDS

MEMBERSHIPS

More than two thirds of the accommodation providers (68%) reported being part of an industry association, while another 22% indicated that they might be interested in becoming members. Only 8% reported not being interested at all. This supports the notion that these associations are valuable partners for the City when it comes to communication and cooperation with the various industry members. AWARDS Almost 80% of accommodation providers have never received any award. Of the 20% who have received awards in the past, 50% have received AA Awards and 34% earning a Tshwane Tourism Award.

22

6. QUARTERLY MEASURING MECHANISM

The quarterly monitoring mechanism should be a powerful yet concise tool to get information that is applicable to the industry from accommodation providers. The survey tool that was used as a first effort to establish rapport within the industry should be used as a basis for information on what to include in the quarterly monitoring mechanism. It might be necessary however, to include additional questions into the quarterly assessment that was not included in the first survey tool. These questions should mainly aim at providing more detailed information than requested in the first survey, for example asking more detailed questions about pricing and occupancy. More sensitive information, such as price per night etc. may be asked in the second or third round of quarterly surveys, after some trust in the system has been established. We suggest an annual repetition of the current survey, in order to enable annual comparisons of the current data. The following table sets out the topics covered in the current survey, compared to the suggested content to be included in the quarterly monitoring mechanism: Current Survey X X X X X X X X X X X X X X Quarterly monitoring mechanism X X X

Topics covered General Information Type of establishment Key amenities Grading Status By whom Star Date Willingness Reasons Contract with MATCH Willingness Reasons Product consumption Bed capacity Has bed capacity changed recently (last 3 months) Occupancy levels Exact calculation rather than estimated averages Peak Periods Geographical Markets Current markets Origin of guests Expected markets Distribution and Pricing Booking method Price range Price per night 23

X X X X X

X X X X X X X X

X X

Topics covered Operational Issues Years in operation Plans for expansion Permanently employed staff Foreseeable support needed Difficulties experienced Memberships Name of Industry Association Awards Awarding authority Date

Current Survey X X X X X X X X X X X

Quarterly monitoring mechanism X X

X X

FURTHER RECOMMENDATIONS: Strategy to reach accommodation providers that do not have email or fax facilities (mostly township accommodation providers) should be developed; and Offering an incentive for accommodation providers to commit to quarterly completion of survey may be needed to ensure good response rates.

24

7. RECOMMENDATIONS
When considering the response rate of the survey, it should be kept in mind that this has been a first effort toward this kind of survey at this scale in the City. Great effort will have to be made to inspire confidence within the industry and to encourage accommodation providers to participate in future efforts of this nature. Establishing rapport with the accommodation industry might not happen overnight. It is important to maintain direct, open and well-timed communication with all stakeholders. This should be done on various levels in order to keep current accommodation providers involved, attract interest from accommodation providers that have not been involved before and encourage accommodation providers that have taken an apathetic stance toward the study to take part in future. This could be done in various ways: Timeous feedback should be provided in user-friendly formats (press release, website updates, graphically designed newsletters) to all industry members. This might include an invitation to register their details for inclusion on the Tshwane database. This should preferably be done before the quarterly survey is administered (before end July), Send out a press release (in the appropriate media) stating the completion of the first stage of the survey, encouraging future participation and thanking industry members who have participated thus far. This should also delineate the personal benefit that could be drawn from this survey (feedback of results can be regarded as a useful management tool and an indication that their concerns are being heard by the City management), Establish the distribution of a quarterly graphically designed newsletter on trends and future research, to create a sense of continuation and ongoing expansion of a relevant tourism knowledge database for the City. This could be distributed to all members on the unverified database, including an invitation to register on the database. Continuous updates and verification of the database. It may also prove valuable if the City can provide some form of incentive to encourage industry member participation (some form of reward for participating). Consider approaches along the lines of prizes for participants, special recognition or exposure for participants etc.

25

ADDENDUM A BENCHMARK STUDY

TSHWANE ACCOMMODATION SURVEY AND QUARTERLY MONITORING

UNDERTAKEN BY THE DEPARTMENT OF TOURISM MANAGEMENT UNIVERSITY OF PRETORIA

ON BEHALF OF THE CITY OF TSHWANE TOURISM DIVISION

ADDENDUM A:

BENCHMARKING INTERNATIONAL & LOCAL ACCOMMODATION INDICATORS

26

INTRODUCTION AND BACKGROUND

In March 2009, the Department of Tourism Management at the University of Pretoria was commissioned to undertake a survey of all accommodation available in the Tshwane Metropole. This includes the establishment of a baseline accommodation database (through a comprehensive survey) and the implementation of quarterly monitoring and tracking mechanisms to measure the occupancy rate of tourism accommodation in the city of Tshwane. The project is regarded as the implementation phase of a more focussed approach towards benchmarking international and local accommodation indicators at city level. Such an approach is important in order to ensure that, after performance indicators are developed for the City of Tshwane, the data can easily be used to compare the citys performance to that of other cities in South Africa and internationally. It was decided to take on the project with a Three Step Approach. Step One: Benchmarking international and local accommodation indicators at city level. This is important to ensure that after performance indicators are developed for the City of Tshwane, the data can easily be used to compare/benchmark the citys performance in terms of identified performance indicators such as occupancy rates, to that of other cities in South Africa and internationally. By utilising the national and international networks available to the University of Pretoria a desktop research of key international and local trends and best practices regarding approaches and methodologies for profiling, monitoring and benchmarking of economic indicators (an economic indicator is a statistic about the economy that allows for analysis of economic performance and predictions of future performance) at the city level will be undertaken. Step Two: The development of a baseline accommodation database through a comprehensive survey. The strategic importance of the baseline accommodation database is a key to ensure accurate information on the capacity and geographical distribution of accommodation facilities is used for decision-making and planning before, during and after the hosting of the Confederations Cup in 2009 and the Soccer World Cup in 2010. The accommodation survey is an important prerequisite towards developing the quarterly monitoring and tracking mechanisms to measure the occupancy rate as a performance indicator of tourisms contribution to economic growth in the city. Step Three: Development of a quarterly monitoring and tracking mechanism to measure the occupancy rate of tourism accommodation in the City of Tshwane. The main aim is to determine a baseline with a view to measure the occupancy rate (the number of stay unit nights sold, divided by the product of the number of room nights

27

available and the number of days in the survey period expressed as a percentage) for the City of Tshwane. After completion of steps one and two, and armed with insight into national and international best practice; having other prominent cities to benchmark approaches and methodologies for monitoring of tourism economic indicators against; and having established a baseline tourism accommodation database the last step is to develop a quarterly monitoring and tracking mechanism for Tourism in the City of Tshwane. The first mechanism/tourism economic indicator to be implemented will be measurement of the occupancy rate of tourism accommodation facilities in the City of Tshwane. In the light of the abovementioned facts, it becomes clear that step one (benchmarking international and local accommodation indicators) is an essential starting point for this project which aims to establish credible and usable monitoring and tracking mechanisms for future continuous use. Without a competitive perspective, any survey or establishment of performance indicators will be ineffective as they will not provide an accurate description of the true global sustainable competitiveness of the City of Tshwane. This written report will highlight approaches and methodologies for profiling, monitoring and benchmarking of tourism related economic indicators at the city level; based on desktop research that was executed of key international and local trends and best practices. The report will also include conclusions and give recommendations.

28

DEFINITION OF TERMS Benchmarking is an established tool for quality improvement and in the context of destinations will involve all elements such as transport services, airport services, accommodation, leisure and sport, hospitality and local attitudes, etc. It can be defined as the continuous process of measuring the destinations offerings and practices against the toughest competitive destinations recognised as industry leaders.

Benchmarking is not the same as competitive analysis. Where competitive analysis looks at product or service comparisons, benchmarking goes beyond just comparison and looks at the assessment of operating skills in order to produce these products or services (in this case accommodation). The focus is on developing a specific benchmarking methodology that is relevant in the context of international tourism destinations. It is a valuable tool seeing that it: helps the destination to understand its own strengths and weaknesses based on changes in supply, demand and market conditions helps to better satisfy tourists needs by establishing standards and goals allows to realize what levels are really possible by looking at others, and how much improvement can be achieved helps to improve competitive advantage by stimulating continuous improvement in order to maintain world-class performance and competitive standards promotes change and delivers improvements establishes a pool of innovative ideas from which the most applicable practical examples can be utilized

A best practice should be perceived or accepted as those practices that will produce superior outcomes and those that set good examples (Source: Adapted from Kozak, 2004)

29

1.

INTERNATIONAL BEST PRACTICES

A number of international destinations have been randomly selected as appropriate sources for benchmarking, based on the fact that they are regarded as key international and successful destinations. They include: - Australia - Canada - New Zealand - United Kingdom - UNWTO hotel classification

1.1.

AUSTRALIA

WHO? All major research in Australia is conducted by the Australian Bureau of Statistics (ABS). They have a Tourism & Services Industries Statistics division as well as a National Processing Centre for Tourism Statistic. WHAT? One study conducted by them is a quarterly Survey of Tourist Accommodation. This is a comprehensive national survey of all accommodation throughout the country, but data is also available for each region separately making it a useful tool at national and regional level. They have a highly effective control system in place whereby all national research also moves through the Statistical Clearing House. This may be regarded as an essential part of any future surveys as it ensures high quality, relevant and timely research. (Refer to Addendum A for a description of the criteria/aspects verified for each survey conducted). HOW?

An overview of their Survey of Tourist Accommodation (STA): - It is a quarterly census of accommodation establishments. - It covers the following types of establishments on an ongoing basis: Hotels and resorts with 15 or more rooms/units Motels, private hotels and guest houses with 15 or more rooms/units Serviced apartments with 15 or more units. Holiday flats and units of letting entities with 15 or more rooms or units Caravan parks with 40 or more powered sites Visitor hostels with 25 or more bed spaces. - Statistics on the supply and demand for accommodation, employment and takings are available from the survey. - The data are published at the national, State and Territory, Tourism Region and Statistical Local Area (SLA) level. - The statistics are used extensively by governments and businesses for policy and planning purposes.

30

Purpose of the STA: - To measure activity in short-term commercial accommodation in Australia. It provides timely and reliable quarterly data for all stakeholders in the Australian tourism industry. - The STA is a quarterly census of in-scope establishments which is based upon established procedures and a sound methodology. - Respondent familiarity and response rates in excess of 90% also contribute to the production of high quality small area statistics. Users place a high level of reliance on small area data. - The data are used by government for economic analysis of, and policy formulation for, the tourism industry. A large number of consultants, developers and tourism related businesses use small area data derived from the collection for investment decision making. The data are also important as a means of monitoring profitability and general trends in the industry. - Tourist accommodation data are re-published in bulletins released by the Bureau of Tourism Research (BTR) and by a variety of government and semi-government agencies. - Coverage is comprehensive and from September quarter 1999, coverage is maintained through six-monthly updates of an electronic file supplied by the AAA Tourism. This is supplemented by notification of new tourism developments and their likely opening dates in selected guides, major tourism journals and periodicals and newspapers. Periodic comparison to lists of accommodation establishments provided by the various Tourism Commissions and Industry Associations is also undertaken. Output from the STA includes: quarterly statistics on the supply of and demand for tourist accommodation; seasonally adjusted, trend, current and constant price statistics; and national, State, Territory and small area data. The survey strategy comprises three elements: 1. An on-going quarterly collection covering hotels, motels and guest houses (with toilet/washing facilities in most rooms) and serviced apartments with 15 or more rooms/units. Serviced apartments were previously included under other classifications, but have been separately identified since March quarter 1998. 2. A triennial expansion of the on-going quarterly survey beginning with calendar year 2000 to include caravan parks (with 40 or more powered sites and/or cabins), visitor hostels (with 25 or more beds) and holiday flats and units (with 15 or more units). 3. Compilation of annual accommodation establishment and capacity counts covering the following accommodation: hotels, motel, guest houses and serviced apartments with five or more rooms/units; caravan parks; visitor hostels; and holiday flats and units establishments with five or more units. Main outputs The outputs from the quarterly collection of hotels, motels and serviced apartments are listed below. These are available at the national, State/Territory, Tourism Region and, in some cases, Statistical Local Area level.

Supply of accommodation using such items as numbers of establishments, number of rooms number of units and number of bed spaces. Demand for accommodation using room, unit and bed spaces occupied (i.e. the total number of nights rooms, units or bed spaces are occupied during the reference period), guest nights (i.e. the total number of nights paying guests stayed during the

31

reference period) and guest arrivals (i.e. the total number of paying guests counted only on the first night they stayed at the accommodation establishment). Monthly data for these items are provided in output. Occupancy rates are derived items which relate supply and demand. Room occupancy rates express room nights occupied as a percentage of room nights available. Monthly data are provided in output. Takings from accommodation exclude takings from meals and drinks, etc. From 1 July 2002 takings from accommodation are on a GST inclusive basis. Monthly data are provided in output. Employment, the number of persons working at each accommodation establishment at the end of the survey period (i.e. at the end of the reference quarter).

A number of derived items are also produced i.e. statistics which are either ratios or averages of some of these items. For example, the following are published at the national and State/Territory level: Average length of stay; Average nightly rooms occupied per establishment; Average nightly guests per occupied room; Average takings per establishment; Average takings per room night occupied; Average takings per room night available; and Average takings per guest night. Also published are the following trends and seasonally adjusted series at the national and State/Territory level: Trend and seasonally adjusted series for room nights occupied; Trend and seasonally adjusted series for takings at current and constant prices; and Trend series for average takings per room night occupied at current and constant prices. Australian Standard Geographic Classification (ASGC) is used to disseminate statistics at the below State level. In addition, Tourism Regions were introduced into the STA in 1998, in order to: structure small area data along regional boundaries that were consistent with the needs of State Tourism bodies and other users of tourism statistics; and to allow comparisons to be made between results from the STA, the National Visitors Survey and the International Visitors Survey (these surveys are conducted by the Bureau of Tourism Research (BTR). Survey of Tourist Accommodation (STA) data are also disseminated at the Tourism Region geographic level.

Availability and history A brief summary 25 Years of the Survey of Tourist Accommodation can be found in the December quarter 2000 issue of Tourism Indicators, Australia. Data is available quarterly in the publication Survey of Tourist Accommodation, Australia and in the Small Area data service reports for each State and the Northern Territory. The data is published approximately 11 weeks after the end of the reference period. 32

Classifications The following definitions are used to determine the classification of accommodation establishments in the Survey of Tourist Accommodation (STA): Hotels and resorts with facilities, being establishments licensed to operate a public bar and which provide accommodation on a room/suite basis, with a bath/shower and toilet in most guest rooms, but which do not have full cooking facilities (i.e. hot plates and oven/microwave) in most guest rooms. Motels, private hotels and guest houses with facilities, being establishments not licensed to operate a public bar, and which provide accommodation on a room/suite basis, with a bath/shower and toilet in most guest rooms, but which do not have full cooking facilities (i.e. hot plates and oven/microwave) in most guest rooms. Serviced apartments, being establishments which provide short-term, non-residential accommodation which mostly comprises self-contained units at the same location, and which are available on a unit/apartment basis to the general public. The units should be available for a minimum of one night, have full cooking facilities (i.e. hot plates and oven/microwave), refrigerator and bath/shower and toilet facilities. All bed linen and towels should be provided. Daily servicing (i.e. cleaning and bed making) must be available through the on-site management, although this service may not necessarily be utilised. Holiday flats and units, being self-contained units which are available for short-term nonresidential letting to the general public and which are operated by owners, managers or real estate agents who have sole letting rights. These units are self-contained in terms of cooking (i.e. hot plates and oven/microwave) and bath/shower and toilet facilities, but do not satisfy all the criteria required for serviced apartments (i.e. they do not have one or more of the following: a minimum of one night availability, refrigerator, daily servicing available through the on-site management, or they are not at the same location). Visitor hostels, which provide short-term non-residential accommodation to the general public on a bed basis (rather than by the room). Caravan parks, which provide short-term non-residential accommodation to the general public, with powered sites for caravans and toilet, shower and laundry facilities for guests. OTHER SOURCES OF DATA ON ACCOMMODATION Australian Accommodation Sector Performance Benchmarks as found on a portal website called www.decipher.biz (a portal that offers access to various sources of tourism related intelligence) This resource contains a series of performance indicators for the Australian accommodation sector including:

Numbers and Type of Establishments Guest rooms Persons employed Guest arrivals ('000) Guest nights ('000) Room nights occupied ('000) Takings from accommodation ($'000) Room occupancy rate (%) Bed occupancy rate (%) Average length of stay (days)

33

The Australian Tourism Data Warehouse (ATDW) is a joint initiative of the Government Tourism Organisations from all Australian States and Territories and the Australian Tourist Commission. These organisations are working together to increase the number and expenditure of visitors to Australia. The ATDW will position Australia as a major competitor in the rapidly evolving global economy. Australian Tourism Research Institute ATRi is a research and information users group for the Australian travel and tourism industry. It is linked to CRC Tourism and provides a personal membership network which helps your business and your career through professional contacts and access to the latest information. Australian Tourist Commission

KEY LESSONS FROM AUSTRALIA Clear and consistent classification of different types of accommodation. Various sources of information and data freely available to the industry. A very open approach toward sharing of market intelligence. Importance of a statistical clearing house to control quality, validity and relevance of research conducted. Timeous implementation of surveys (building familiarity within the industry) encouraging participation and raising credibility of the survey. An ongoing quarterly survey as basis and then gradual expansion of survey focus to include more sectors (time given to smooth out process and then broaden with the necessary skills and capacity to deal with a lot of detailed data). Data are re-published in bulletins released by a central agency as well as a variety of government and semi-government agencies. Regular updates of data made available in electronic format and continuous feedback to industry regarding developments. Continuous updating of lists of accommodation establishments provided by the various Tourism Commissions and Industry Associations (industry cooperation to maintain information).

34

1.2.

CANADA

WHO? All major research in Canada is conducted by Statistics Canada. They have a Tourism & Services Industries Statistics division as well as a National Processing Centre for Tourism Statistic. WHAT? One study conducted by their Services Industries Division is the Annual Traveller Accommodation Survey. A resultant report is prepared in collaboration with the Canadian Tourism Commission. There is also close cooperation between the Canadian Tourism Commission and other regional tourism authorities (e.g. Ontario Ministry of Tourism) in the compilation of reports. Data is made available on the Canada Tourism Commission website and in several other sources made available to the industry. HOW? An overview of their Survey of Tourist Accommodation (STA): Statistics Canadas Traveller Accommodation Survey provides information on the characteristics of businesses operating in the accommodation industry throughout Canada. The survey provides information on the industrys financial performance, employment, and client base. The data in the report are based on establishments representing the hotel and motor hotel group of industries, as well as motels. Outputs: Description - Financial and operating data needed to produce statistics on the Traveller Accommodation in Canada - Detailed information on the characteristics of the businesses, such as type of revenue and type of client. - These data are aggregated with information from other sources to produce official estimates of the national and provincial economic production of the Traveller Accommodation industry in Canada. - Results provide data to businesses, governments, investors, and associations; allowing these groups to monitor the growth of the industry, measure performance, allow comparison across similar businesses and to better understand this industry to react to trends and patterns. Subjects - Accommodation and food - Business performance and ownership - Business, consumer and property services - Financial statements and performance Main outputs: - Accommodation industry revenue (total revenue including rooms revenue, but also from meals, alcoholic beverages, merchandise, and services0 - Comparison of number of establishments and revenue per province - Most important sector (in terms of size and revenue) 35

Sources of revenue (rooms versus food & beverage) Facilities available (including non-revenue generating) Target markets per type of accommodation

Can get from this data: - Per region: - Per type of accommodation (hotels, motor hotels, motels - Operating revenue, operating expenses (salaries, wages, benefits), operating profit margin, number of establishments Facts related to methodology: Instrument design - The questionnaire was developed in consultation with potential respondents, data users, and questionnaire design specialists. - The survey questionnaires comprise generic modules that have been designed to cover several service industries. These modules include revenues, expenses, and employment, as well as an industry-specific module designed to ask for financial and non-financial characteristics that pertain specifically to this industry. - In order to reduce respondent burden, smaller firms receive a characteristics questionnaire (shortened version) which does not include the revenue and expense modules. For smaller firms, revenue and expense data are extracted from administrative files. Sampling - The frame is maintained by Statistics Canada's Business Register and is updated using administrative data. Objective of survey - To produce estimates for the whole industry - incorporated and unincorporated businesses. - The data come from two different sources: a sample of all businesses with revenue above or equal to a certain threshold (note: the threshold varies between surveys and sometimes between industries and provinces in the same survey) for which either survey or administrative data may be used; and administrative data only for businesses with revenue below the specified threshold. - It should be noted that only financial information is available from businesses below the threshold; e.g., revenue, and expenses such as depreciation and salaries, wages and benefits. Detailed characteristics are collected only for surveyed establishments. Data sources - Responding to this survey is mandatory. Data are collected directly from survey respondents. - Data are collected through a mail-out/mail-back process, while providing respondents with the option of telephone or other electronic filing methods. Error detection Data are examined for inconsistencies and errors using automated edits coupled with analytical review. Where possible, data will be verified using alternate sources. Imputation Partial records are imputed to make them complete. Data for non-respondents are imputed using donor imputation, administrative data, or historical data. Estimation As part of the estimation process, survey data are weighted and combined with administrative data to produce final industry estimates. Quality evaluation Prior to dissemination, combined survey results are analyzed for overall quality; in general, this includes a detailed review of individual responses (especially for the largest companies), 36

an assessment of the general economic conditions portrayed by the data, historic trends, and comparisons with other data sources. BRITISH COLUMBIA (region of Canada) Tourism British Columbias Research Services Department encourages British Columbia communities to assist in building and maintaining a performance monitoring system through the Provincial Accommodation Survey. - It is a monthly (fax or email) survey of about 80-100 properties around the province - It asks occupancy and average daily room rates for the previous month and the forecast for each of the next three months and for the same four months of the previous year. - The information is used to estimate change in room revenue for the province, each of the tourism regions and any community with at least five reporting properties. - Allows British Columbia as a destination to track market trends, such as how bookings are made, and is a useful tool in developing marketing plans and budgets - Accommodation properties receive their own reports and are able to determine what works/not. - In order to participate, properties must be a Tourism BC Approved Accommodation, be a hotel, motel or other fixed roof accommodation (lodge, resort, etc.), have 20 or more rooms/units and be able to fully complete the survey. - Each participating property and the destination marketing organization receive monthly reports - they are not publicly available. - Apart from the traditional fax or email format, participants can participate in the survey by using a secure, password protected website. Each participating property can log on to the website using their individualized username and password, complete the survey form on-line and submit it directly to TBC. Finally, properties receive notification via email when the monthly report and the new survey form are available - all using only one website. ONTARIO (region of Canada) The Ontario Ministry of Tourism conducts the quarterly Conditions Survey For the Traveller Accommodation Industry. Data gathered: - Opinions about Ontarios performance - Occupancy rates - Room nights - Average Daily Rate - Business Travellers - Number of hours worked by employees - Reporting on business difficulties (e.g. excess room supply; lack of attractions in the vicinity; general economic conditions; Canadas reputation as a desired tourist destination; shortage of skilled labour; and shortage of unskilled labour) **Also refer to Addendum B for other types of data collected by Statistics Canada KEY LESSONS FROM CANADA Keeping to national classifications of establishments and use of terms, and then applying it at provincial and local level to conduct research Feedback provided to individual property owners (to encourage and support their own strategic planning processes) Easy and secure method of participation (dedicated survey website with log-in) Useful to collect data on the industry members opinion regarding business difficulties (especially useful for RTO and municipal management) 37

1.3.

NEW ZEALAND

WHO? The Ministry of Tourism in cooperation with the Ministry of Economic Development funds the Commercial Accommodation Monitor (CAM), which is undertaken by Statistics New Zealand. Data collection, processing and first information release are undertaken by Statistics New Zealand. The Ministry of Tourism funds the survey and provides input to the survey design and development. Both agencies disseminate comprehensive survey results on their respective websites. Statistics New Zealand provides data and commentary by way of user-friendly Hot Off The Press publications, which are available every month at no charge on the Statistics New Zealand website. WHAT? The Commercial Accommodation Monitor (CAM) monitors trends in New Zealand's commercial accommodation sector. HOW? An overview of their Commercial Accommodation Monitor (CAM): The Commercial Accommodation Monitor (CAM) provides regional data on the supply and demand of the accommodation sector. It provides statistics on guest nights, international/domestic guests, number of establishments, capacity, occupancy rates and employee counts each month. Format of the Survey: The CAM is a census (rather than a sample survey) of all mainstream commercial accommodation establishments of certain size. Respondent participation is compulsory as it is collected under the Statistics Act 1975. Survey forms are sent out monthly by Statistics New Zealand to accommodation establishments chosen from Statistics New Zealands Business Frame (BF). The following five groups of establishments are surveyed: Motels (includes motor inns, motels and apartments) Hosted (includes private hotels, guest houses and B&Bs) Backpacker/hostels Caravan parks/camping grounds. [These establishments must also be registered for GST and have a turnover of a least NZ$30,000 per annum. Therefore, those small establishments that are not GST registered or earn below the threshold level are not included in the survey. A large proportion of these are hosted/B&Bs. Some establishments may also be overlooked by the Business Frame if they are involved in the accommodation industry as a secondary commercial activity, for example, farm-stay tourist accommodation within the main farm business. Consequently there is under coverage of small accommodation providers] The survey is conducted each month using a questionnaire form that is completed by the respondent and returned back to Statistics New Zealand. After the information is

38

collected, Statistics New Zealand processes and outputs data for Regional Tourism Organisation (RTO) and Territorial Local Authority areas in Excel pivot table format. Commercial Accommodation Monitor (CAM) reports are also produced for 28 RTO Areas, with sub-area information provided for some larger RTO areas. Reports may be obtained from the individual RTOs (as for example is used by the Queenstown-Lakes RTO to compile their Tourism Monitor report).

Main outputs [NOTE: refer to Addendum C for a description of terms and definitions used] Comprehensive data is available for all 28 RTOs as well as nationally; presented in the form of excel pivot tables. The data is presented within THREE timeframes: MONTHLY, QUARTERLY and YEARLY. It consists of the following: - Number of establishments at end of the month/quarter/year - Daily capacity / average daily capacity (for quarterly and monthly) - Monthly/quarterly/yearly capacity - Occupancy rate / occupancy rate % (for quarterly and monthly) - Guest nights - Guest arrivals (for quarterly and yearly) - Length of stay - Stay unit nights - Guests per stay unit night - Stay units per establishment Additional information Other data provided relate to Origin of Guests and Employment Information. - Origin of guests: distinguishes between international and domestic is compared per month - Employment information: refers to Employee Count (the total number of employees in the accommodation sector data sourced from the Inland Revenue Department) is compared to total number of guest nights is compared per month Further comparisons Detailed comparisons are made for: - Difference in RTOs by guest nights - Guest nights by accommodation type - Occupancy rates, capacity and guest nights respectively in terms of monthly figures as well as growth rates - Accommodation survey (CAM) data with Arrival Statistics The Tourism Satellite Account is an ongoing annual survey covering the entire country; funded by the Ministry of Tourism and conducted by Statistics New Zealand. Purpose To provide information about the contribution of tourism to the economy and to provide an analysis of the New Zealand tourism industry.

39

Key information Value added of tourism characteristic and tourism-related industries; direct tourism value added as a proportion of total industry value added; the tourism component (tourism ratio) of the value added of major tourism related industries (accommodation, transport); the total (direct and indirect) value added generated per dollar of tourist demand; total tourism expenditure by overseas visitors; domestic travellers and business/government travellers; wages and operating surplus resulting from direct tourism demand; tourism expenditure by product type; employment resulting from direct and indirect tourism demand; investment in tourism characteristic industries. TOURISM SECTOR PROFILE INDUSTRY NEWSLETTER A comprehensive report is made available with a specific section on Accommodation (Total sector / Hotel sector / Motel sector / Hosted Accommodation sector respectively) It combines and compares information from 5 different sources: - The Commercial Accommodation Monitor (Statistics New Zealand) - International Visitor Survey (Ministry of Tourism) - Domestic Travel Survey (Ministry of Tourism) - Regional Visitor Monitor (Ministry of Tourism) - Business Demography (Statistics New Zealand) It provides information on the following (for each individual as well as entire sector): - size - capacity - occupancy rates - employment - form of ownership - guest nights - market share - seasonality - length of stay - regional profile - guest profile (origin, sex-age, purpose of travel, travel styles, spending, satisfaction)

KEY LESSONS FROM NEW ZEALAND Cooperation between different departments and organisations to conduct research Accessibility and open sharing of data / information Separate data available for each RTO Feedback (free of charge, user-friendly) to the industry Participation is compulsory Useful integration of data from various sources to provide a comprehensive sector profile and to assist with research (e.g. employment count)

40

1.4.

UNITED KINGDOM

WHO?

As part of the EU Directive on Tourism Statistics adopted in December 1995, the UK is required to submit monthly occupancy rates for hotels and similar establishments (ie serviced accommodation) to Eurostat, the statistical office of the European Community. The responsibility for providing this data lies with the respective tourism boards and operates on the basis of 13 individual surveys carried out by the Northern Ireland, Scottish and Wales Tourist Boards and the ten English Regional Tourist Boards.
The process is supported by the Department for Culture, Media and Sport and co-ordinated by TNS Travel and Tourism (UK Survey Co-ordinator per contract). WHAT? The UK Occupancy Survey for Serviced Accommodation is conducted by the various national tourist boards, each of whom is responsible for the implementation of an occupancy survey in their area, carried out according to a common specification and standard, thus ensuring the production of comparable occupancy data for the whole of the UK. HOW? No specific indication is given of how this information is disseminated to the industry or made available. However, it can be found (in different format) in the Visit Britain websites research section. An overview of the UK Occupancy Survey for Serviced Accommodation: Definitions and measurements used Occupancy rates are measured in terms of the following: Bedspace occupancy: Percentage of available bedspaces which were occupied Room occupancy: Percentage of available rooms which were occupied Non-UK bedspace occupancy: Percentage of available bedspaces which were occupied by non-UK guests Percentage of non-UK guests: Percentage of arrivals which were non-UK guests Percentage of non-UK bednights: Percentage of occupied bedspaces which were occupied by non-UK guests The types of accommodation included in the survey are defined as tourist accommodation which is arranged in rooms and where bed-making and cleaning services are provided. This includes: hotels, motels, inns, guest houses, farm guest houses, bed and breakfast establishments The types specifically excluded are: Youth hostels and University accommodation

41

Main outputs - Bedspace occupancy and room occupancy compared per country and nationally compared per type of accommodation compared for weekend vs. weekdays compared for UK vs. non-UK guests compared over years - Hotel, guest house and bed & breakfast occupancy levels in terms of bedspace and bedrooms according to size of establishment according to location (seaside; city/large town; small town; country/village) according to tariff (maximum charge for one person for bed and breakfast) Data made available - Data is made available in a summary based on data available within eight weeks of the end of the month. In many cases the boards will re-run the monthly analysis later in the year to include data which was received too late for inclusion in this summary. - The minimum target sample size for Northern Ireland, Scotland and Wales is 200 open establishments per month while in England there is currently no target minimum sample size. Larger sample sizes may be used in some areas in order to enable Boards to undertake further analysis based on geographical sub-divisions of the data. RESEARCH ASSISTANCE IN SCOTLAND An interesting service is offered by the tourism authority Visit Scotland. On their website they provide research assistance to industry members. They provide a create your own survey tool for accommodation and attraction establishments respectively. It comprises of 3 different tools: - A users guide - A template for a customer feedback survey - An analysis tool In the comprehensive manual they cover a range of topics: from why to conduct surveys, how to adapt their template to your own needs, how to deal with data processing and how to conduct data analysis, up to suggestions and guidelines on how to act on the results that you have obtained. ENGLAND: CENSUS OF SERVICED ACCOMMODATION STOCK There is currently no compulsory registration scheme for serviced accommodation establishments in England. In 2007, VisitBritain commissioned a project aiming to measure the level of serviced accommodation stock across the 10 English regions (excluding campsites, hostels, caravans, and all self-catering properties) The census was conducted using VisitBritains own extensive database of accommodation data from their regional partners and commercial organisations. The results of the census are reported to Eurostat. Data was collected on: number of establishments; number of bedrooms; number of bedspaces; as well as accommodation stock by type.

42

WALES SURVEY Monmouthshire is a county in Wales and it was decided to include their accommodation stock survey because it includes aspects that have not been addressed in the larger national surveys already discussed. The following discussion provides a summary of the things that they have included as part of their survey, and that could prove useful. In their feedback on the completion of questionnaires, they give exact details of noreplies and the reasons (refuse to take part / no longer in operation / duplication etc.) Provide reasons for possible decline in numbers (in line with recent economic trends, due to several factors such as the foot and mouth crisis in 2001, and the recent property boom. Many small operators have either stopped offering accommodation as they concentrate on other endeavours, or have sold off barn buildings and rural properties for residential conversions and second-homes.) They indicate whether operators are open all year round or if not, during which months they are closed. Accommodation operators have to indicate whether they have been inspected and graded by a relevant authority and if so, by which authority. They indicate how many operators are waiting for a grade to be awarded. A breakdown of the grading profile is also given (how many 2-star/3-star etc. in total). Operators indicate whether they buy food from local producers and if not, why not (e.g. larger commercial outlets are cheaper / inconvenience of buying from many smaller outlets / lack of choice and availability of sufficient quantities). Operators indicate what type of activities (e.g. outdoor sporting) as well as other supplementary services (e.g. internet access, recycling facilities) they offer. The survey indicates how many operators cater for disabled guests, how many of them have prepared a disability statement for their accommodation, and how many of these have been approved by the Wales Tourist Board. Operators have to indicate whether they have received any type of awards, what type it was and then also which award they would like to receive. They also have to indicate whether they have membership of a tourist association, and then with which ones. The survey responses are grouped according to their postal address, to give an idea of the regional split of accommodation.

KEY LESSONS FROM THE UK Giving responsibility for the implementation of an occupancy survey to the respective regions; (BUT then..) Providing common specifications and standards for surveys in order to ensure comparable occupancy data for the whole country. Encouraging research by providing user-friendly research toolkits (thereby promoting standards throughout the sector). Individual surveys for smaller regions may prove very useful (and should be encouraged / given the necessary support), as they can provide more detailed information that can be used by local RTOs for future planning purposes.

43

1.5.

THE JOINT WTO AND IH&RA STUDY ON HOTEL CLASSIFICATION

BACKGROUND WTO and IH&RA (International Hotel and Restaurant Association) have agreed to undertake jointly a study on hotel classification to include a status report on existing hotel classification schemes and a comparative analysis and interpretation of such schemes and their functions. For the purpose of the survey, the term classification of accommodation establishments denotes a system, duly published, in which accommodation establishments of the same type (e.g., hotels, motels, inns, etc.) have been conventionally broken down into classes, categories or grades according to their common physical and service characteristics and established at government, industry or other private levels. The scope of the survey is limited to hotels and similar establishments ONLY (e.g., apartment hotels, motels, inns, etc.) irrespective of their location (urban, rural, coast). APPLICATION FOR THE TSHWANE ACCOMMODATION SURVEY The hotel classification survey asks a variety of questions to respondents. Answering many of these questions could prove beneficial for Tshwane in terms of establishing their own accommodation classification system (which should ultimately be in line with national classification) or even just as an indication of aspects that should be addressed/considered.

Refer to Addendum D for more detail on the content covered by the survey.

44

2.
2.1

LOCAL BENCHMARKING
STATS SA
WHO?

Statistics South Africa (Stats SA) is the government department, responsible for the collection, processing, analysis and interpretation of official statistics. WHAT? Stats SA undertakes a monthly Tourist Accommodation Survey. This survey is based on a sample of public and private enterprises involved in the short-stay accommodation industry in South Africa; drawn from the Business Sampling Frame (BSF) that contains businesses registered for value-added tax (VAT). The results of the survey are used to compile estimates of the Tourism Satellite Accounts (TSA), and the Gross Domestic Product (GDP) and its components, which are used to develop and monitor government policy. These statistics are also used in the analysis of comparative business and industry performance. HOW? An overview of the Tourist Accommodation Survey: Definitions and measurements used Also refer to Addendum E for more detail on methodology and a glossary of terms. Scope of the survey This survey covers the following tax registered private and public enterprises that are mainly engaged in providing short-stay commercial accommodation: Hotels, Caravan parks and camping sites, Guest-houses and guest-farms, and Other accommodation. Classification by industry The 1993 edition of the Standard Industrial Classification of all Economic Activities (SIC), Fifth Edition, Report No. 09-09-02, was used to classify the statistical units in the survey. The SIC is based on the 1990 International Standard Industrial Classification of all Economic Activities (ISIC) with suitable adaptations for local conditions. Statistics in this publication are presented at 5-digit SIC level. Each enterprise is classified to an industry, which reflects its predominant activity. Size groups The enterprises are divided into four size groups according to turnover. Large enterprises are enterprises with an annual turnover of R13 million and more. The Department of Trade and Industry 45

(DTI) cut-off points defining the size groups, namely large, medium, small and micro enterprises, are given in table B. Size groups for the tourist accommodation industry Size group Large Medium Small Micro Turnover R13 000 000 R6 000 000 to < R13 000 000 R5 100 000 to < R6 000 000 < R5 100 00

Key estimates: - Given as a total for all accommodation types - Given for different accommodation types on a monthly basis Stay units available ('000) Stay unit nights sold ('000) Occupancy rate (%) Average income per stay unit night sold (Rand) Income from accommodation (R million) Total income from the accommodation industry (accommodation, restaurant and bar sales and other income (R million) Also measuring and comparing: - Contribution of the respective types of accommodation to the income from accommodation - Income per stay unit nights sold PERIODIC ACCOMMODATION INDUSTRY SURVEY It was found that a periodic survey called Accommodation Industry (Stats SA, 2004) included detailed data on the following (refer to Addendum E for detail of items measured under the different categories): Employment, salaries and wages (as per type of accommodation as well as size of establishments) Book value of assets (per type of accommodation) Income in the industry (per type of accommodation) Expenditure in the industry (per type of accommodation) Expenditure by enterprise size (per type of accommodation) Details of purchases in the accommodation industry: (per type of accommodation) Company tax, dividends, current assets, liabilities (per type of accommodation) Book value of assets by asset type (per type of accommodation) Employment by gender and employment status (per type of accommodation) Employment by enterprise size (per type of accommodation) Total salaries by enterprise size (per type of accommodation)

46

2.2

TOURISM GRADING COUNCIL

WHO? Establishment of a Tourism Grading Council of SA is a public-private sector partnership representative structure that is self funded. WHAT? Their focus is on the development of a framework and capacity for the management and implementation of a star grading system within the accommodation sector among others. The National Star Grading Scheme for accommodation was launched in November 2001 and to date over 3000 accommodation establishments have been graded. HOW? An overview of accommodation grading done by the TGCSA: What is included in Grading? Sector definition (clarification of reason for existence so as to fit in specific sector) Minimum requirements for the type of accommodation Grading criteria

Sub-sectors for accommodation: 1. Hotel (Full Service & Limited Service) 2. Self-catering 3. Bed & Breakfast 4. Game lodges 5. Backpackers & Hostelling 6. Caravan & Camping 7. Guesthouse 8. Country House

Statistics available: TGCSA has data available on the total number of rooms per accommodation type as well as the number of rooms graded (indicating the percentage of graded rooms). Focus on members: The TGCSA mainly focuses on its members, doing annual assessments (and re-assessments) on establishments. They have a complete database, but only focusing on member data. - They publish their Tourism Grading Council Annual Accommodation Guide, containing information on all of their members - They promote members by ensuring that graded establishments are listed ahead of non graded establishments on the South African Tourism website 47

2.3

SOUTH AFRICAN TOURISM

WHO? South African Tourism, the national tourism authority of South Africa provides research information through their Strategic Research Unit. WHAT? As national tourism organisation, they focus on information at a national level; thus not only a specific sample, only members or only specific regions. They provide a range of research documents (indicated below). HOW? An overview of SAT research: Data in reports are based on statistics collected by the Department of Home Affairs. It is processed and released by Stats SA and SAT uses these stats in good faith Note: from the descriptions below it can be seen that no specific reference is made to accommodation reports/data. When mentioning any facts related to accommodation in press releases, SAT refers to the Tourist Accommodation Survey done by Stats SA. Monthly reports These reports analyse monthly foreign tourist arrivals to South Africa (provided by Statistics South Africa). Quarterly reports These reports provide an inbound view of foreign tourist arrivals to South Africa over a quarter. The analysis includes volume, mode and purpose of travel; spend behaviour and trip type, travel patterns, including length of stay and provincial distribution. Annual reports The Annual Tourism Report annually outlines the state of tourism in South Africa and tracks and monitors the key indicators that measure success and highlight challenges. Domestic tourism reports These reports provide a view of domestic tourism in South Africa. The analysis includes volume, mode and purpose of travel; spend behaviour and trip type, travel patterns, including length of stay and provincial distribution. Market Segmentation Reports These reports provide detailed information on the results of the research South African Tourism conducted in each of its key markets to help the trade market South Africa. Global competitiveness The Global Competitive project was a co-operative effort between the departments of Environmental Affairs and Tourism and trade and industry, and South African Tourism and was done in 2003/4. This project gives insight into the drivers and barriers to growing tourism in South Africa in the competitive global arena. 48

Other reports available

Tourism Growth Strategy Domestic Tourism Growth Strategy Business Tourism Growth Strategy Sports Tourism

In the Annual Report of 2007, detail is given on a number of developments and investment plans pertaining to the accommodation sector (refer to Addendum F). For this data, the source is indicated as the dtis Tourism enews, Q2, 2008 again indicating that it is not their own dedicated accommodation research. The Annual Report also contains the following data pertaining to accommodation: Tourist expenditure on accommodation while visiting (including per night) Total number of bednights spent in South Africa (national and provincial distribution) Bednights spent in paid accommodation Bednights per type of accommodation

49

2.4

CAPE TOWN

WHO? The City of Cape Town and the Western Cape as a whole is currently marketed by Cape Town Routes Unlimited (CTRU). WHAT? CTRU conducts (or outsources) a variety of research projects (refer to Addendum G for a complete list). In 2007 they started with the Western Cape Tourism Barometer The Provincial Tourism Intelligence Source. HOW? An overview of the Western Cape Tourism Barometer The concept of tourism barometer was adopted by the United Nations World Tourism Organisation (UNWTO) to monitor tourism trends at the global level. Cape Town Routes Unlimited (CTRU) is adopting and utilizing the same tool to establish and track tourism trends for the Western Cape Province. The barometer gives a brief picture of the industry performance and is a one stop provincial tourism intelligence source for tourism stakeholders, including all critical tourism performance indicators, and all tourism regions of the Western Cape Province. The Barometer systematically includes individual regions as they come to adopt and consistently and systematically carry out the system of data collection required. The barometer is used to measure and monitor changes and fluctuations in key tourism performance indicators such as arrivals, hotel occupancy rates and others. It establishes and tracks trends of the tourism industry on a regular basis, by using these indicators that respond to fluctuations in tourism activity. The overall objective of the tourism barometer project is two-fold. First, it seeks to determine and track the performance of the tourism industry in the Western Cape by systematically and regularly measuring and monitoring the industrys key performance indicators. Second, the study seeks to establish and track prices and pricing trends of key tourism items/elements such as accommodation establishments, restaurants, attractions etc. as these have a direct effect on the provinces tourism performance.

Content of a volume of the barometer Global Trends National Trends - International Arrivals - International arrivals by region of origin - Top overseas source markets for South Africa - National Lodging Statistics (occupancy rate; average income per stay unit sold; revpar) - National Lodging by Province & City Provincial Trends - Performance Indicators - ACSA arrivals: International, regional & domestic - Attractions visitations data (key attractions) 50

Regional visitor trends - visitor patterns - lodging statistics categories: hotel, B&B, guesthouse and self catering measure: average occupancy, average room rate, revpar, forward bookings (%) (per type of accommodation and per region within Cape Town) also measure: booking methods (telephone, web, email) and Length of Stay TOURISM SATELLITE ACCOUNT Cape Town Routes Unlimited in conjunction with Cape Peninsula University of Technology appointed Multi-Purpose Business Solutions to assess the economic impact of tourism on the Western Cape. This was done in the form of a Tourism Satellite Account for the Western Cape and forms part of a research programme that includes: - impact assessment of key tourism markets - preparation of an indicator series of tourism performance The measurement of accommodation is placed under the consumption of tourism products and the following three indicators were used: - occupancy rate - number of stay units - stay unit nights sold WESTERN CAPE TOURISM PRICING SURVEY After it was found that there is a recurrent focus on the perception that Cape Town & Western Cape is an expensive destination and that there are concerns about the perceived unreasonable prices in Cape Town, CTRU commissioned the pricing survey which included restaurants, key attractions, hotels, transport etc. Accommodation was grouped into the following categories: - high-end: hotel, guest house and lodge - mid-range: B&B, resort, inn, lodge and self catering - budget: hostel, caravan/camping, backpackers, homestay Across these categories they investigated: - distribution of price changes (at what percentage levels are prices changed) - price changes by region - seasonality and price changes Note: although this data is very specific to a certain problem at hand, it may be worthwhile considering the inclusion of price range data for Tshwanes accommodation.

51

SNAP SHOT ACCOMMODATION SURVEY A snap accommodation survey was conducted by the Citys Tourism Department to specifically determine the occupancy rates within the City of the festive season (2007/2008). Data obtained include: - occupancy figures for establishments of different sizes - average stay (number of nights) for different market segments - feedback from industry members on their perceptions of the seasons business USING NATIONAL DATA Cape Town Routes Unlimited also uses the research done by SA Tourism (in their domestic and international surveys) to compile a comprehensive Cape Town and Western Cape Destination Performance report (focusing on data pertaining to them) that they make available on their website.

52

2.5

KWAZULU-NATAL

WHO? KwaZulu-Natal Tourism Authority undertakes a great variety of research (refer to Addendum H for a list of research reports). WHAT? TKZN started a comprehensive Tourism Asset Database in 1997. They describe this tool as essential to: Ensure that KZN tourist (consumer) and trade enquiries were appropriately dealt with; Communicate with the tourism trade in the destination; Support the development of appropriate marketing tools; Ensure that all of KZNs potential tourism assets are identified, developed and appropriately promoted in terms of clusters, themes and routes; Support other research programmes by, for example, providing an appropriate sampling frame for surveys of tourism services in KZN.

The structure of this database was based on a modification of the Canadian tourism asset database model. Refer to Addendum H for the basic field structure of the database. TKZN has adopted the following strategy to maintain its resource: This resource is maintained by a dedicated team of TKZN staff, with the support of all District Municipalities and CTOs in the province. Using the mail shot of its trade newsletter to distribute hard copy extracts of the database to individual product owners for verification purposes. By adding a special clause to the annual performance agreements of its Tourism Information Officers. TKZNs information officers are responsible for telephonically verifying certain sections of the tourism asset database. By providing computer equipment and copies of this database to all publicity associations or Community Tourism Associations in this province. In return, these organizations are expected to verify the data contained in this resource and to provide TKZN with relevant edits or additions. By mobilizing a tourism registration scheme for the province. Tourism Registration is mandatory in KZN for certain categories of tourism services. The aim of this system is to try and ensure that greater benefits accrue to this provinces tourism stakeholders and that TKZN is able collectively to provide a better service to its consumers. The registration fees obtained goes some way towards assisting TKZN in maintaining its database, systems and services and to continue to improve its services to the tourism industry.

53

To make registration easy, TKZN designed an on-line, web-based system to enable tourism establishments to register and edit the details pertaining to their service or services. Establishments can also register by completing a standard form available Tourism establishments are de-registered if they: Fail to renew their registration on an annual basis; Fail to settle the nominal registration fee; or As a result of constant consumer or other complaints pertaining to the service offered by a particular establishment. TKZN currently offers a wide variety of services to the tourism industry. These include, amongst other services: a fax-on-demand system research and planning the development of trade directories, travel guides, special interest and teaser brochures, maps, and web sites. All these services, including responses to individual customer enquiries, are leveraged off TKZN's extensive asset database and its web site. In addition to the fax-on-demand, access to an extensive database and inclusion in trade and travel guides, registered members: Receive an automatically generated and hosted single web page with hyperlinks to their formal website, email address and booking service, space for two photographs and a logo; Are an integral component of the TKZN web-site. Tourists are able to access these sites from the interactive databases and static pages of the web-site as well as other regional tourism sites that are under the umbrella of the TKZN site; Receive a password to enable future editing and uploading of new images; Obtain listings in TKZN's other marketing tools, namely its fax-on-demand service, brochures and database systems used by tourism information staff in this province; Have the right to indicate that they are a TKZN-registered tourism establishment; Have a certain level of protection from illegal operators; Are part of a vastly improved interactive web-site; and Receive regular updates on developments in TKZN and the industry through TKZNs Corporate Affairs Division.

REPORTS ON ACCOMMODATION SPECIFICALLY One report specifically mentioning accommodation statistics is their annual research report named Statistics of our Tourism Sector Content: Global Tourism Picture (sources: UNWTO, WTTC, SAT and TKZN) SA Foreign Tourism Picture (source: SAT) SA Domestic Tourism Picture (source: SAT) KZN Foreign Tourism Picture (source: SAT) 54

KZN Domestic Tourism Picture (source: SAT & TKZN) In this report they provide supply statistics and regarding accommodation they provide the following: number of establishments according to type (hotels, guest houses, B&B, caravan and camp sites, self catering) hotel occupancy (source: Fedhasa)

Another report containing any data on accommodation in the province, is the An overview of the Performance of KZNs Tourism Market 2005/2006. - Data contains figures related to bednights spent in the province as well as length of stay. - The source is once again SA Tourism. In the occasional report No. 32 B&B Development in KZN an interesting fact was mentioned, namely that it is mandatory for all tourism accommodation establishments to register with the provincial authority, Tourism KwaZulu-Natal. If an establishment is not registered with them, such establishments remain unregistered and are regarded as trading illegally.

On the City of Durban (municipal) website, the only information pertaining to accommodation was accommodation bylaws and, from a visitor perspective, links to several accommodation portal websites (not City specific)

55

2.6

GAUTENG
WHO?

Gauteng Tourism Authority has a Research and ICT division (Strategic Research Unit). WHAT? Their vision is to create an efficient, seamless and centralised repository of tourism intelligence and a secure, stable and professional Information and Communication Technology (ICT) platform, geared towards advancing the global competitiveness of destination Gauteng and the GTA's brand equity, as a leading Destination Marketing Organization (DMO). Key Performance Areas Gather, analyse and disseminate intelligence on the workings of international, domestic, provincial and local tourism to inform decision making both within the GTA and within the industry at large. Establish and maintain a destination marketing and management website that seeks to enhance the organizational and destination Gauteng brand. Develop coordinated systems and mechanisms to report on the performance of the industry. Provide research intelligence aimed at encouraging a provincial-wide culture of knowledge-based planning, product innovation, monitoring and evaluation. Commission and analyse syndicated and original research for specific planning purposes. Create and sustain cooperative research opportunities and align with as well as draw upon ongoing and planned research activities. To manage tacit knowledge and help create a learning organization. Encourage industry-wide embracement of new online distribution options.

ACCOMMODATION DATA The GTA has its own database compiled a few years ago and periodically updated when they get more information on different accommodation establishments that are new. The database contains the following: Accommodation data according to the municipal districts within Gauteng About each establishment: name, contact details, grading and number of rooms They usually request information from Municipalities because ideally most new establishments would register their business and inform Municipalities about themselves. The information and database contains information on graded and non-graded accommodation and/or tourism products. They also go to the Tourism Grading website to get the most updated database of graded accommodation and other tourism products.

Making data available to the industry: - No specific reports were found on accommodation statistics for the province. - In their Annual Report (2007/2008) they mention bed nights and length of stay for the province, based on SA Tourism data. - GTA brings out two publications: Go Gauteng: in partnership with Media Web a promotional and fun booklet with some contact details of operators, attractions and events in the Province. The Tourist: in partnership with Business Day a tabloid with news articles and industry related issues of the Province. 56

3.
-

REFERENCES
Adventa Accommodation Stock Survey for Wales (www.strategic-marketing.co.uk) Australian Bureau of Statistics (www.abs.gov.au) Canadian Tourism Commission (www.canadatourism.com) Cape Town and Western Cape (www.tourismcapetown.co.za) Cape Town Routes Unlimited (www.ctru.co.za) City of Cape Town (www.capetown.gov.za) Decipher Tourism Business; Australia (www.decipher.biz) Gauteng Tourism Authority (www.visitgauteng.net) GTA staff member: Mrs. Mputle Dikobe (Marketing Research Officer: Research & ICT) via personal email correspondence. Heath, E.T. (2007). Nomination of the KwaZulu-Natal Tourism Authority (Tourism KwaZulu-Natal) as a candidate for a UNWTO Ulysses 2007 award. Unpublished report. Pretoria: University of Pretoria. Kozak, M. (2004). Destination Benchmarking. Oxon, UK: Cabi Publishing Ministry of Tourism New Zealand research website (www.tourismresearch.govt.nz) Oceanside Tourism Association; Vancouver (www.visitparksvillequalicumbeach.com) Ontario Ministry of Tourism (www.tourism.gov.on.ca) Seymour, J. (2007). Tourism Asset or Product Databases - the Cornerstone of

Modern Destination Marketing Organisations. Paper presented at the Travel and Tourism Research Association European Chapter Conference Tourism, Mobility and Technology.
South African Tourism (www.southafrican.net) Statisphere (Tourism Satellite Account for New Zealand) (www.statisphere.govt.nz) Statistical Clearing House Australia (www.sch.abs.gov.au) Statistics Canada (www.statcan.gc.ca) Statistics New Zealand (www.stats.govt.nz) Stats SA (www.statssa.gov.za) Tourism British Columbia (www.tourismbc.com) Tourism Grading Council (www.sagc.org.za) Tourism KwaZulu-Natal (www.kzn.org.za) United Nations World Tourism Organisation (www.unwto.org) VisitBritain research website (www.tourismtrade.org.uk) VisitScotland (www.visitscotland.org) Welsh Assembly Government (http://wales.gov.uk/topics/tourism/research)

57

4.

ADDENDA TO THE BENCHMARKING STUDY

ADDENDUM A: AUSTRALIA A DESCRIPTION OF THE CRITERIA/ASPECTS VERIFIED FOR EACH SURVEY CONDUCTED AS DONE BY THE STATISTICAL CLEARING HOUSE. Criteria/aspects verified for each survey conducted: 1. Summary of the survey 2. Reference period 3. Response rate 4. Quality framework: measurements regarding - relevance - accessibility - timeliness - accuracy - interpretability - coherence 5. General info (name, who conducts it, authority, funding, reference period, new or existing) 6. User requirements - purpose - objectives - timetable 7. Data outputs - type of data output - use of standards - data consistency 8. Questionnaire design and data collection - copy of the questionnaire - use of questions - data collection methods - questionnaire testing - consultation with business - training of staff 9. Respondent load - time required for response - reduction in respondent load - confidentiality 10. Population / frame - target population - frame - type of unit on frame - number of units - about the units on frame - deficiencies in frame - action taken on deficiencies - frame updates 11. Sample design - sample stratification - sample allocation - sample size - expected live and in scope units - response rate - representativeness of respondents

58

ADDENDUM B: CANADA

OTHER DATA AVAILABLE (Statistics Canada available on Canadian Tourism Commission and the Ontario Ministry of Tourism websites): Summary statistics for traveller accommodation (all establishments) Summary statistics for travel arrangement and reservation services (all establishments) Business conditions survey, traveller accommodation industries, hotelier's expectations; quarterly (percent) Business conditions survey, traveller accommodation industries, business impediments; quarterly (percent) Summary statistics for food services and drinking places (all establishments); annual (dollars) Monthly survey of food services and drinking places, Canadian travel survey, domestic travel, by province and census metropolitan areas, annual (person-trips) Canadian travel survey, traveller characteristics, by province of destination, annual (person-trips) Canadian travel survey, travel characteristics, by province of destination, annual (person-trips) Canadian travel survey, travel characteristics, by province visited, annual (person-visits) Canadian travel survey, reallocated expenditures, by trip characteristics, annual (dollars) Canadian travel survey, activity participation, by province of destination, annual (person-trips) Sales of liquor, wine and beer, by kind of business and class of customer, Canada, provinces and territories, monthly (dollars) Traveller accommodation industries, annual (dollars) Restaurant, caterer and tavern statistics, monthly (dollars) Restaurant, caterer and tavern statistics, monthly (dollars) Summary statistics for food services and drinking places (all establishments), annual Canadian travel survey, travel in Canada, by province of origin and destination and intraprovincial travel, every 2 years (person-trips) Canadian travel survey, travel in Canada, by age group, every 2 years (person-trips) Canadian travel survey, travel in Canada, by age and sex, every 2 years (person-trips) Canadian travel survey, travel in Canada, by mode of transportation, every 2 years (person-trips) Canadian travel survey, travel in Canada, by primary purpose of travel, every 2 years (person-trips) Canadian travel survey, travel in Canada, by travel duration, every 2 years (person-trips)

59

ADDENDUM C: NEW ZEALAND KEY WORDS AND CONCEPTS USED IN THE COMMERCIAL ACCOMMODATION SURVEY. Average Length of Stay This derived variable is calculated by dividing total guest nights by total guest first nights. A register maintained by Statistics New Zealand of all economically significant businesses operating in New Zealand, from which the survey population is drawn. Includes full and part-time employees and working proprietors. The employment total is measured in terms of Full Time Equivalents (FTEs). Employees or working proprietors who work at least 30 hours per week are considered to be full-time, and each count as one FTE. Part-time workers (up to 30 hours per week) each count as half of an FTE. A business or service entity operating in New Zealand. It can be a company, partnership, trust, estate, incorporated society, producer board, local or central government organisation, voluntary organisation or self-employed individual. The smallest statistical unit operating within a single physical location and owned by a single enterprise. The term is used to represent what is usually called the geographic unit in other Statistics New Zealand publications. A separate operating unit engaged in New Zealand in one, or predominately one, kind of economic activity from a single physical location or base. Called activity unit until December 1996 and then called geographic unit. One person staying in an accommodation establishment. This should not be confused with a stay unit, which is a particular room/bed/suite/campsite/etc. that the establishment charges for. For example, a motel may have beds for five guests in a motel unit. If it charges one price for the motel unit, then this is one stay unit. If the stay unit is fully occupied in one night, then one stay unit night is taken and the number of guest nights taken is five.

Business Frame:

Employment

Enterprise

Establishment

Geographic (Activity) Unit

Guest

Guest Arrivals (Guest First Nights)

The total number of guests who had the first night of their current stays during the month. Note that if a particular guest books out and then comes back for another stay, then they are counted as a guest arrival for a second time. A guest night is equivalent to one guest spending one night at an establishment. For example, a motel with 15 guests spending two nights would report provision of 30 guest nights of accommodation. This derived variable is calculated by dividing stay unit nights occupied by stay unit nights available. In the case of the motel above, if six of its 10 units were occupied every night in July, it would have 6 x 31 = 186 stay unit nights occupied, and its occupancy rate would be 60 percent.

Guest Night

Occupancy Rate

60

Number of Establishments

An establishment is the smallest statistical unit operating within a single enterprise. For the purpose of this survey, all establishments are geographic units on the Business Frame. The country or area in which the guest normally lives/resides. The term used to describe the unit of accommodation that is available to be charged out to guests, for example, a powered site, a bed in a bunkroom, a motel unit. The basic measure of an establishment's accommodation capacity. It is defined as one stay unit multiplied by one night. For example, 10 units in a motel available for guest use (whether occupied or not) for the full 31 days in July would have an accommodation capacity of 310 stay unit nights. Daily capacity is measured on the last day of the month. For hotels, motels and hosted accommodation types, daily capacity equates to the number of rooms available on the last day of the month. For backpackers daily capacity equates to the number of beds available, and for caravan parks daily capacity is the same as the number of sites available.

Residence Of Guest Stay Unit

Stay Unit Night (Capacity)

Turnover

Gross income from sales of goods and services during the month, GST exclusive. Cash and credit card sales received for accommodation, restaurant and bar services are included. Income from takings in a restaurant or bar that is leased by another enterprise or income from leasing out restaurant or bar facilities is not included.

61

ADDENDUM D: WTO and IH&RA STUDY ON HOTEL CLASSIFICATION QUESTIONS ASKED AND TOPICS COVERED IN THE SURVEY. 1. Is an official classification system in place in your country? 2. If yes, at what level? 3. Application to facilities Current classification in force applies to: Hotels / Apartment hotels / Motels / Inns / Others (specify) 4. Basis for establishing classification (for types of establishments concerned): - State Constitution - Tourism law - NTA (National Tourism Administration) - Agreement between government bodies concerned - Recommendation in a government- adopted tourism development plan - Prerogative/declared objective of a national hotel association - Decision (ad hoc) of a national hotel association - Agreement between independent hotels - Government recommendation - Recommendation in a tourism development plan implemented by industry - Other basis (specify) 5. Rationale and use of classification - Is classification justified by: consumer concerns marketing (industry's wish to better communicate its offer) need to have a tool to monitor the sector development - Does it seek compatibility with the existence of classification systems in other countries - Is it used to control accommodation tariffs within established classes - Is it used to differentiate government taxes - Is it used to: promote quality promote investments monitor accommodation tariffs within established classes - Other rationale and use (specify) 6. Classification authority/body deciding each classification (Classification authorities such as National Tourism Ministry / Hotel Association, etc. The following might each be classified by a different authority) - Hotels/specific types: - Apartment hotels/specific types: - Motels/specific types: - Inns/specific types: - Other (specify): 7. Bodies involved in devising and drafting classification Has the classification system in question been prepared by: - NTA/NTO and other government officials - An expert designated/recommended by WTO/OMT - In consultation with an International Hotel and/or Restaurant Association - In consultation with a National Hotel Association(s)

62

A private national/international consultant Collaboration between hotel industry and NTA/Government/NTO experts On the basis of another countrys classification system By revising the previous system In consultation with Consumers Association Others (specify)

8. Applicability of classification - Is classification mandatory? - Can establishments operate without being classified? - Can classification be mandatory in certain areas, e.g. as a condition for membership to a hotel association? - Is it necessary to obtain license/permission/ registration to operate? Approximate percentage covered by classification: - of establishments (by type of establishments): - of room capacity (by type of establishments): Can all establishments apply to be classified? 9. Verification of compliance with classification system (a) Is verification performed by: central government inspectors local government inspectors hotel industry (second party) inspectors independent (third party) inspectors (b) Mode of verification: announced visits at fixed date mystery checks (c) Cost of verification borne by: the verifying authority the hotel company concerned (d) Periodicity of verification every year every two years every three years 10. How frequently is classification system updated? 11. Who finances the system? 12. What are the main criteria referred to for classification? 13. Is there any link between the classification scheme and: - Social obligations of the employer of the scheme (i.e. rating as a criterion to determine social charges - Other burdens on the employer (i.e. rating as a criterion to determine other charges/taxes imposed on the employer of the scheme) 14. Are you satisfied with the existing system in your country? 15. Plans to introduce new classification or revise current classification? NOTE In some countries, private classification of accommodation establishments may be announced in printed guides, travel magazines or on the internet by consumer associations, travel clubs, travel agencies, establishments owners and other publishers of such information, in conformity with official government or industry (nongovernmental) classification systems or irrespective of the existence or non-existence of such systems, i.e., for whatever reason and according to individual criteria and research of the publishers of such information and upon their own responsibility. Please elaborate whether this situation exists in your country.

63

ADDENDUM E: SOUTH AFRICA - TOURIST ACCOMMODATION SURVEY Survey methodology and design The survey was conducted by mail, fax and telephone. The 2008 sample of approximately 900 enterprises was drawn using stratified simple random sampling. The enterprises were first stratified at 5-digit level according to the SIC and then by size of enterprises. All large enterprises are completely enumerated. Turnover was used as the measure of size for stratification. Weighting methodology For those strata not completely enumerated, the weights to produce estimates are the inverse ratio of the sampling fraction, modified to take account of non-response in the survey. Stratum estimates are calculated and then aggregated with the completely enumerated stratum to form division estimates. These procedures are in line with international best practice. Relative standard error Data presented in this publication are based on information obtained from a sample and are, therefore, subject to sampling variability; that is, they may differ from the figures that would have been produced if the data had been obtained from all enterprises in the tourist accommodation industry in South Africa Non-sampling errors Inaccuracies may occur because of imperfections in reporting by enterprises and errors made in the collection and processing of the data. Inaccuracies of this kind are referred to as non-sampling errors. Every effort is made to minimise non-sampling errors by careful design of questionnaires, testing them in pilot studies, editing reported data and implementing efficient operating procedures. Non-sampling errors occur in both sample surveys and censuses. Revised figures Revised figures are due to respondents reporting revisions or corrections to their figures and late submission of their data to Stats SA. Figures for the last twelve months will be regarded as preliminary. Seasonal adjustment Seasonally adjusted estimates will not be published until there are sufficient data points for the new survey. As soon as sufficient data points are available, Stats SA will consider publishing seasonally adjusted estimates. Glossary Average income per stay unit night sold Average rate per stay unit i.e. rate per room in a hotel or powered site in a caravan park. The total income from accommodation divided by the number of stay units sold in the survey period multiplied by 1000. An enterprise or part of an enterprise that is situated in a single location and in which only a single (non-ancillary) productive activity is carried out or in which the principal productive activity accounts for most of the value added. Income from amounts charged for stay units. Other income is excluded (e.g. income from meals). Income from meals, banqueting and beverages and tobacco sales.

Establishment

Income from accommodation Income from restaurant and bar sales

64

Occupancy rate

The number of stay unit nights sold, divided by the product of the number of room nights available and the number of days in the survey period, expressed as a percentage. Includes lodges, bed and breakfast establishments, self-catering establishments and other establishments not elsewhere classified. The unit of accommodation available to be charged out to guests, for example, a powered site in a caravan park or a room in a hotel. The total number of stay units occupied on each night during the survey period. Includes income from accommodation, income from restaurant and bar sales and other income.

Other accommodation

Stay unit

Stay unit nights sold Total income

Detailed data provided in the 2004 Accommodation Survey (Stats SA) Income in the industry (per type of accommodation)
Accommodation Restaurants and bar Services rendered Rental and leasing of land, buildings and other structures Operating, leasing and hiring of plant, machinery and equipment Operating leasing and hiring of motor vehicles and other transport equipment Dividends received Interest received Royalties, franchise fees, copyright, trade names and trade and patents rights received Subsidies and incentives received from government Insurance claims received Net profit on foreign loans as a result of variations in foreign exchange rates or transactions Profit from redemption, liquidation or revaluation of liabilities, at a value lower than the book value Profit from the sale or realisation for cash or revaluation of assets at a value higher than book value Other income

Expenditure in the industry (per type of accommodation)

Purchases Salaries and wages Severance, termination and redundancy payments Rental of land, buildings and other structures Insurance premiums paid Interest paid Bank charges Depreciation provided for during the financial year Property taxes paid Regional services council levies Railage and transport-out All repair and maintenance expenditure Postal, courier and telecommunication services Skill development levy Paper, printing and stationery expenditure Travelling expenditure Accommodation expenditure Entertainment expenditure Advertising expenditure Marketing levy

65

Details of purchases in the accommodation industry:

Materials, components and consumables Food and beverages Fuel, gas, electricity and water Other goods

Company tax, dividends, current assets, liabilities

Company tax Cash dividends Other dividends Liabilities Owners equity

Book value of assets by asset type

Land Residential buildings Non-residential buildings Computers and IT equipment Motor vehicles and other transport equipment Plant, machinery and other office equipment Intangible fixed assets: Computer software Intangible fixed assets: Other Intangible non-produced assets

ADDENDUM F: ACCOMMODATION DEVELOPMENT INFORMATION (Source: SAT Annual Report 2007 & dtis Tourism enews, Q2 2007) ADDENDUM G: CAPE TOWN OTHER STATISTICS PROVIDED BY CTRU: Western Cape Tourism Barometer (quarterly volumes, since 2007) Regional Performance (since 2007) - Quarterly (regional trends) Destination Performance (since 1999) Visitor Tracking studies: - 2006 Festive season visitor tracking report - 2006 Visitor tracking summary report - Business Partners Forum March 2006 - Visitor patterns and trends (monthly) Delegate Tracking / Events Impact studies: - WAGTC Report 2006 - Africa Aerospace and Defence 2006 - Wacky Wine Report 2006 - Western Cape incentive sector 2006 - Venue Surveys Report 2006 - Impact Analysis of the 2007 CT International Jazz Festival 2010 - Report Crime Survey 2008 - 2010 Previous Host's Experiences Other - Pricing Study 2003 - 2004 - Destination Brand Awareness - Gap Analysis report SPA March 2008 - Western Cape Tourism Economic Impact Tourism Satellite Account Approach - CTRU Report Tourism Economic Impact MPBS

66

ADDENDUM H: KWAZULU-NATAL

CATEGORIES OF THE ASSET DATABASE: General Categories

Accommodation Beaches Botanical Features Built Features Conference Facilities Conservation and Wilderness Development Projects Diving, Marinas and Boating Events

LOCALITY AND DESCRIPTION FIELDS

Asset ID Name Category ID Sub Category ID District ID Council ID Local Municipality or Sub Structure ID Authority Last Updated Region ID Longitude Route ID City Town Source Locality Description Latitude Picture

CONTACT FIELDS
Asset ID Contact Physical Address 1 Physical Address 2 Physical Address 3 Physical Address 4 Physical Code Postal Address 3 Email Address Postal Address1 Fax Dial Code Postal Address 2 Postal Address 4 Fax Postal Code Telephone Dial Code Telephone Website Permanent Employees

Fishing and Hunting Historical, Religious and Cultural Assets Landforms Recreation and Entertainment Restaurant Sports Assets Trails and Hiking Travel Services

Temporary Employees

67

Accommodation

Botanical Features Botanical Garden Herbarium Indigenous Forest Mangroves Man-made Forest Nursery Open Space Picnic Site

Built Features

Conference Facilities Church Venue Civic Club Club Country Club Country House Country Lodge Dedicated Farm Venue

Agent Bed & Breakfast Bush Camp Caravan & camping Cave/Rest/Trail Hut Guest House Hotel/Motel/Inn Lodge(Bush/Country)

Airport Border Post Bridge Canal Dam Educational Institute Harbour Historical Building/ Architectural feature Industrial Site

Conservation and Wilderness Biosphere Reserve Bird Sanctuary Coastal Reserve Game Reserve Lagoon Mangrove Swamp Marine Reserve Mountain Reserve

Development Projects Accommodation Beaches Botanical Built Features Conference Conservation and Wilderness Development Projects Fishing and Hunting

Events

Fishing Hunting Fly Fishing

&

Historical and Cultural Assets Archaeological Site Architectural Feature Art gallery Artefact Battlefield Building Cathedral Cemetery

Agricultural Show Air Show Art & Craft

Art Exhibition Beerfest Book Fair Ceremony Concert

Freshwater Fishing Game Bird Hunting Large Game Fishing Marine Fishing Professional Hunter Small Game Hunting Spear Fishing

Self-catering

Raphia Palms

Guest Lodge

Nature Reserve

Youth Hostel/ Accommodation/Backpackers lodge Accommodation Agent

Scenic Garden

Lighthouse

Hotel

Wetland

Historical, Religious Cultural Landforms

Conference & Craft

Centre

Church

Traditional Medicine Site Unique Biome Unique Farm Unique Park Urban Park Vlei

Military Installation Mission Station Pass Political Quarry Railway Reservoir Sugar Mill Wharf

Municipal Museum Restaurant Showground Theatre Training Centre Turf Club University

Wilderness Area

Marinas & Boating Recreation & Entertainment Sports Trails Travel Facilities

Cultural Festival Dance Display Exhibition Exposition Fair Festival Film Festival Flower Show Ice Show Match Musical National Gathering Pageant Ritual

Collection Display Fort Grave Homestead House Memorial Mission Mission Station Monument Mosque Museum Palaeontological Site Plaque Remains

68

Sport Meeting Theatre Wine Tasting

Retreat Route School Site Statue Structure Temple Theatre Tomb Village

69

CATALOGUE OF KWAZULU-NATAL TOURISM AUTHORITY REPORTS: South Africa's Foreign Tourism Arrival Reports (linking visitors to the SA Tourism research website) Tourism KwaZulu-Natal Occasional Research Papers and Ad Hoc Tourism Research Projects: - No. 65 A Proposed Process to Fast-track the development of the eMakhosini-Ophathe Heritage Park - No. 64 The Latest Trends Impacting on Destination Management - No. 63 Destination Management and the Destination Life Cycle Model - No. 62 Cultural and Heritage Tourism An Important Economic Development Tool - No. 61 The Role of a Destination Website in the process of Destination Branding - No. 60 The Strengths and Weaknesses of Qualitative Research in Understanding the Behaviour of Tourism and Travel Consumers - No. 57 Medical Tourism KwaZulu-Natal - No. 54 The Value of KZN's Wild Places - No. 53 An introduction to the concepts of Tourism Planning and Policy Making - No. 52 The differences between Conventional and Interactive Planning for Tourism Development - No. 50 Responsible Travel - and the Hotels of KZN - No. 49 Early Estimates of the Expected Performance of the KwaZulu-Natal Tourism Market over the 2007 Easter Holiday Period - No. 48 An overview of the Impact of Sports Events in KwaZulu- Natal - January to June 2006 - No. 47 Health and Beauty Spas in KZN - No. 46 Freshwater fishing in KZN as a tourism income generator - No. 45 August 2006 The Annual Thukela Raft Race - No. 44 July 2006 Responsible Tourism Planning - No. 43 The Nature and Extent of KZN's 2005 Domestic Market - Preliminary Estimates of Tourism Flow Figures to KwaZulu-Natal over the 2006 June/July School Holiday Period - No. 42 An overview of the Performance of KwaZulu-Natal's Foreign Tourism Market: July to Sept 2005 - No. 41 Early Estimates of the Expected Performance of the KwaZulu- Natal Tourism Market over the 2006 Easter Holiday Period - No. 39 An overview of the Performance of KwaZulu-Natals Tourism Market: January to June 2005 - No. 38 Coastal Development or Coastal Destruction? The Transformation of the KwaZuluNatal Coast - No. 37 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: January to March 2005 - No. 36 TKZNs Panel Survey - No. 35 Agritourism in KwaZulu-Natal - No. 34 Early Indicators of the performance of the KwaZulu- Natal: Tourism Industry over the 2005 June/July period - No. 33 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: October to December 2004 - No. 32 B&B Development in KZN - No. 31 The Potential of Golf Tourism for KZN - No. 29 KwaZulu-Natals GIS Forum - No.28 Preliminary Estimates of Tourism Flow Figures to KwaZulu-Natal over the Easter 2005 Period - No.27 Adventure Tourism Strategy for KZN - No. 26 Early Indicators of the performance of the KwaZulu-Natal Tourism Industry over the 2004/2005 Christmas/New Year period - No. 25 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: April to June 2004 - KwaZulu-Natal Provincial Conference 2004 Presentations and Output Documents - No. 24 Dark Tourism. What is it? - Disabled Tourism Strategy - No. 22 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: January to March 2004

70

No. 21 The effect of Malaria on tourism. No. 20 Legislation on the use of 4X4 Recreational Vehicles on Beaches and the Effects on Tourism in the North Coastal Areas No. 19 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: October to December 2003 No. 18 The 'Shopper Sector' of Visitors to KZN 2003 No. 16 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: July to September No. 15 The Nature and Extent of KwaZulu-Natal's Foreign Tourism Market: January to June 2003 No. 14 TKZNs Resource Centre Statistics Tourism KwaZulu-Natal's Initial Gay and Lesbian Tourism Strategy KwaZulu-Natal's Nature-Based Tourism Market No. 13 KZN Wildlife's Camp Service Levels Survey No. 11 KwaZulu-Natal's Tourism Asset Database No. 10 The Nature and Extent of KwaZulu- Natal's 2002 Foreign Market No. 9 Strategic Environmental Assessment for Tourism No.8 KwaZulu-Natals Cruise Tourism Industry No.7 KwaZulu-Natals Tourist Guide Strategy No.6 KwaZulu-Natals Aviation and Charter Strategy No.5 KwaZulu-Natals Tourism Service Excellence Programme No. 3 Practical steps to engage the Incentive Tourism Market No. 2 Visitor Book Project No.1 The State of Tourism in KwaZulu-Natal

Event Impact Assessments - Dusi 2008 - A1 Grand Prix 2008 - Midmar 2008 - Comrades 2008 - Durban July 2008 - Loeries 2008 - Tiger Fishing 2007 - Comrades 2007 - Reed Dance 2007 - Amashovashova Report 2007 - Dusi Canoe Marathon 2007 - Thukela Raft Race 2006

South Africa's Tourism Growth Strategy and Global Competitiveness Study (linking visitors to the SA Tourism research website) Towards an Effective Segmentation Approach for the KwaZulu-Natal Domestic Tourism Market (5th Edition) Towards an Effective Segmentation Approach for the KwaZulu-Natal Foreign Tourism Market (4th Edition) KwaZulu-Natal Tourism Developers Guide

71

ADDENDUM B ALPHABETICAL DATABASE

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Name 11th Avenue Guest House 222 on Silver Oak Guest House 37 ON CHARLES 40 on Ilkey B&B A Knights Rest Guesthouse A Venue Aandbloem Guest House Aanmani Guest House Adler Cuisine-Catering Das Gasthaus Lodge African Nights guest house & Tours Agami Guest House Akkerboom Guesthouse All Seasons B&B Aloe Guesthouse & Spa Pretoria Alpine Attitude Boutique Hotel Suburb Gezina Waterkloof Bailey's Muckleneuk Lynnwood Glen Theresa Park Moreleta Park Eldoraigne Bailey's Muckleneuk Capital Park Theresa Park Eldoraigne Zwartkop Moreleta Park Magalieskruin Menlo Park Email address swj@absamail.co.za 222onsilveroak@telkomsa.net ejekel@absamail.co.za info@40onilkey.co.za nigel@aknightsrest.co.za johansteyn@executives.co.za aandbloem@mweb.co.za bookings@aanmani.co.za vendi@adlercuisine.co.za info@africanights.co.za agami@telkomsa.net akkerboom.guesthouse@webmail.co.za info@allseason.co.za aloeguesthouse@absamail.co.za sleep@alpineattitude.co.za info@aluvi.co.za amande@telkomsa.net www.alpineattitude.co.za www.aluvi.co.za www.amande.co.za www.222onsilveroakguesthouse.co.za www.37oncharles.co.za www.40onilkey.co.za www.aknightsrest.co.za www.executives.co.za www.aandbloem.co.za www.aanmani.co.za www.dasgasthaus.co.za www.africanights.co.za www.agami.co.za Website

www.allseason.co.za

Aluvi House - Boutique Hotel and Spa Murrayfield Amand Guesthouse Zwartkop X4

72

18 19 20 21 22 23 24 25 26 27 28

Ambrosia Gardens Guest House Arcadia Hotel Avalon Guest House Bali at Willinga Lodge Bastion guesthouse CC Battiss Zeederberg Guest House Bed & Breakfast in Hatfield Bed and breakfast at Ted's Place Bells and Whistles Gueasthouse Berg B&B Besule Guesthouse Blue Cloud Cottage soon to be Blue Diamond Boutique Hotel Bohemian House Bramley Guest cottage Brooksbury Guesthouse Bushmen's Den Guesthouse CC Capital House Boutique Hotel Casa di Orizzonte Guest House

Lyttleton Arcadia Brooklyn Kosmos Irene Menlo Park Hatfield Wapadrand x 4 Newlands Menlyn Waverley Moreleta Park

info@ambrosia.co.za archot@arcadiahotel.co.za avalon@absamail.co.za willinga@mweb.co.za Frieda@bastionbb.co.za batzee@icon.co.za bbhatfield@sentechsa.com ted@mweb.co.za wynand@pangeafs.co.za mjmt@mweb.co.za info@besuleguesthouse.co.za

www.ambrosia.co.za www.arcadiahotel.co.za www.avalonguesthouse.co.za www.willingalodge.co.za www.bastionbb.co.za www.battiss.co.za www.bandbhatfield.co.za www.teds-place.za.net

www.besuleguesthouse.co.za

29 30 31 32 33 34 35

Moreleta Park Waterkloof ridge Waterkloof Menlo Park Moreleta Park Waterkloof Roodeplaat

info@bluecloudcottage.co.za alta@bohemianhouse.co.za jacominnaar@minarch.co.za brooksburyguesthouse@webmail.co.za reservations@bushmensden.co.za patcobus@yahoo.com reservation@oizzonte.co.za 73

www.bluecloudcottage.co.za www.bohemianhouse.co.za http://bramley.minarch.co.za www.brooksburyguesthouse.co.za

www.capitalhouseboutiquehotel.com www.orizzonte.co.za

36 37 38 39

casablanca manor Casta Diva Clubview Guest House Colbyn Guest Lodge Constantia Manor Guesthouse and Conference Centre Cornwall Hill B&B Country Estate Exotica Craigivar Guesthouse Crane's Nest Guest House @ 212 De Zoete Inval Deo Gloria Guest House Des Amis Guest House Dinkwe Guest House Don Suite Hotel DuDu Lodge Dunkelly B&B Edelweiss Corporate Guesthouse Edelweiss Estate Elonda B & B Eureka's B&B FernIvy Guest House Figa Lapa Guesthouse

Donkerhoek Nina Park Clubview East Colbyn

kobus@casablancamanor.co.za info@castadiva.co.za admin@clubview.co.za clodge@lantic.net info@constantiamanor.com; tertius@compuscan.co.za corrie@cornwallhill.com kohlgrap@icon.co.za info@craigivar.co.za info@cranesnest.co.za wmels@intekom.co.za deo_gloria@intekom.co.za des_amis@worldonline.co.za dinkwe@hotmail.com arc2gm@don.co.za kamilla.lundall@gmail.com dunkelly@mweb.co.za info@edelweisscgh.co.za info@edelweissestate.co.za stay@elonda.co.za nadenza@vodamail.co.za info@fernivy.co.za info@figalapa.co.za

www.casablancamanor.co.za www.castadiva.co.za www.clubview.co.za www.colbynguestlodge.co.za

40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57

Constantia Park Cornwall Hill The Willows Rietvalleirand New Muckleneuk Garsfontein Erasmuskloof Arcadia Rietfontein Arcadia Murrayfield Irene Magalieskruin Kameeldrift East Faerie Glen Eersterust Eastwood Roseville

www.constantiamanor.com www.cornwallhill.com (being updated) www.craigivar.co.za www.cranesnest.co.za www.doezete.co.za www.deogloriaguesthouse.co.za www.des-amis.co.za www.dinkweguesthouse.com www.don.co.za www.du-du-lodge.com www.dunkelly.co.za www.edelweisscorporateguesthouse.co.za www.edelweissestate.co.za www.Elonda.co.za www.yourfutureinyourhands.co.za www.fernivy.co.za www.figalapa.co.za

74

58

59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75

Gaabomotho Cultural Village Galaletsang Guesthouse, Conference and Catering Services Gamu-Lami Guesthouse Gastehuis Harmonie Gastehaus Glowing Sunset Resort Greenwoods Lodge Habitat Guest House Hennops Pride Caravan Park Hermpet Guesthouse Ikhaya Eliqotho Illyria House Immaculate Guest House Intsingizi Town Lodge and Conference Centre Ithilien's Grace Guest House iZapa Bush & Game Lodge Jakaranda Lodge Jopasso Guest House Khaniambo Guest House

Hebron Renstown, Hammanskraal Theresa Park die Wilgers Bultfontein Garsfontein x8 Doringkloof Erasmia Danville Ext.5 Moreleta Park Muckleneuk Danville Ext.5 Montana Park Amandasig Boekenhoutskloof Rietfontein Wapadrand Muckleneuk

admin@gaabomotho.co.za

www.gaabomotho.co.za

matjiane@goggaconnect.co.za gamu-lami@vodamail.co.za harmonie@webmail.co.a mikem@batseta.co.za info@greenwoodslodge.co.za info@habitatguesthouse.co.za hennopspride@gmail.com petunia@pmkwanazilcc.co.za sgubhudube@yahoo.com info@illyria.co.za petunia@pmkwanazilcc.co.za admin@intsingizi.co.za info@ithiliensgrace.co.za info@izapa.co.za bookings@jaklodge.co.za jopasso@jhtrain.co.za khanimambo@telkomsa.net 75

www.aatravel.co.za www.wheretostay.co.za/gamulami

www.greenwoodslodge.co.za www.habitatguesthouse.co.za hennopspride.caravanparks.com www.sgubhu.co.za www.illyria.co.za

www.intsingizi.co.za www.ithiliensgrace.co.za www.izapa.co.za www.jaklodge.co.za www.jopasso.co.za www.khanimambo.co.za

76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96

Kia-Ora Backpackers Kievits Kroon Kikuyu Lodge Kleineweide Guesthouse Kleinkaap La Mercie B&B Lama-Lama Game Lodge Lesego Guest House Linsea Inn Lyttlewood Guesthouse Madijo Bed & Breakfast Maggy's B & B Trading as Phale's B & B Makarios Self-catering Unit Marita's Guest House Marloot Guest House Marloot Guest House Melvin Residence Guest House Memory's Guesthouse Milner 246 Guesthouse Mont Paradiso Monumentpark Guesthouse

Pretoria Kameeldrift East Mooiplaats Waterkloof Smallholdings Clubview Nina Park Farm Leeuwfontein 212 JR Sinoville Orchards Ext.3 Akasia Lyttleton Atteridgeville Temba Faerie Glen Muckleneuk Weavind Park Weavind Park Arcadia Lynnwood Glen Waterkloof Waverley Monumentpark Ext

hostel@absamail.co.za reservations@kievitskroon.co.za kikuyu@colourgem.co.za kleineweide@mweb.co.za info@kleinkaap.co.za annalien@netactive.co.za nhb@lamalama.co.za bookings@lesegoguesthouse.com lrampa@ul.ac.za lyttlewood@telkomsa.net familyinns@vodamail.co.za boikhutsotours@yahoo.com makarios@vodamail.co.za maritas@absamail.co.za bookings@marloot.co.za bookings@marloot.co.za piet@melvinresidence.co.za memorys@telkomsa.net leopold@absamail.co.za anix1@xsinet.co.za

www.pretoria.us.tc www.kievitskroon.co.za www.kikuyu.co.za www.kleineweide.co.za www.kleinkaap.co.za www.lamercie.co.za www.lamalama.co.za www.lesegoguesthouse.com

www.lyttlewood.co.za under construction www.hammanskraalphaphamang.co.za

www.maritasguesthouse.co.za www.marloot.co.za www.marloot.co.za www.melvinresidence.co.za www.memorys.co.za www.sa-venues.com/ga/milner246.htm www.montparadiso.net

monumentparkguesthouse@telkomsa.net www.monumentparkguesthouse.co.za

76

97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118

Mount Festiva Lodge Muckleneuk Guest House Ngena Guest House Old Brown B & B Opikopi Guest House Oxnead Guesthouse Pebble 'n Palms Guest House Peter's Guesthouse Pete's Retreat Guest House Pheasant Hill House Picture This, Pretoria North Lodge Pilgrims Delight B&B Pinedew Guest House Premier Hotel Pretoria Protea Hotel Capital RiverRiver Meadow Manor Riverwood Roy' Lodge Royal Ridge Guest House Saint George Hotel Serati B&B Shere View Lodge

Andeon Plotte Pretoria West Muckleneuk Eldoraigne X3 Highveld Ext 10 Constantia Park Moreleta Park Colbyn Equestria Centurion Doornkloof East Pretoria North Wierda Park Kameeldrift East Arcadia Pretoria Irene Kameeldrift East Rietfontein Rayton Waterkloof Ridge Doornkloof Orchards Extension13 Shere; Pretoria East

info@mountfestivalodge.co.za or daveyea@mweb.co.za info@muckleneukguesthouse.co.za info@ngena.co.za oldbrown@mweb.co.za helendebeer@mweb.co.za bookings@oxnead.co.za info@pebblenpalms.net petersguesthouse@tiscali.co.za willempg@telkomsa.net bookings@pheasanthill.co.za info@picturethis.co.za info@pilgrimsdelight pinedew@lantic.net pretoria@premierhotels.co.za sandy@capitalprotea.co.za info@rmmanor.co.za pemul@iafrica.com info@royslodge.com info@royalridge.co.za info@stgeorge.co.za modipajs@telkomsa.net shereview@absamail.co.za

www.mountfestivalodge.co.za www.muckleneukguesthouse.co.za www.ngena.co.za www.oldbrownbnb.co.za www.opikopi.co.za www.oxnead.co.za www.guesthouse-africa.com www.petersguesthouse.co.za www.a-afriqa.co.za www.pheasanthill.co.za www.picturethis.co.za www.pilgrimsdelight.co.za www.pinedew.co.za www.premierhotels.co.za/pretoria www.proteahotels.com www.rmmanor.co.za www.riverwood.co.za www.royslodge.com www.royalridge.co.za www.stgeorgehotel.co.za www.1on1pubandgrill.co.za www.shereview.co.za

77

119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138

Silverton Guesthouse Tamboti Lodge TC'S on Lynnwood Guesthouse The Diplomat Guesthouse The Elegant Lodge The Green Guest House & Day Spa The Pillow and Spoon Guesthouse The Thatch Cottage The Upper Room B&B The Village in Hatfield Thula Thule Lodge Tshepiso B&B Two Oaks Lynnwood Villa Frangipani Villa Jana Viva Royal Guest house Waterhouse Guest Lodge Weavind Place Wilgers Bed en Ontbyt Willows Country Lodge

Silverton Val de Grace Lynnwoodridge Arcadia Menlo Park Clubview West Garsfontein Brooklyn Pumulani Hatfield Kameeldrift East Temba Lynnwood Murrayfield Equestria Die Wilgers Muckleneuk Weavind Park die Wilgers Willows

info@silvertonguesthouse.co.za info@tambotilodge.co.za info@tcsguesthouse.co.za marga@thediplomat.co.za jeanne@elegantlodge.co.za thegreen@lantic.net info@pillowandspoon.co.za gmt@ionline.co.za upperroom@lantic.net villagebandb@mweb.co.za anne-marie@thulathulalodge.co.za tinymahl@yahoo.com info@twooakslynnwood.co.za rameyer111@yahoo.com info@villajana.co.za info@vivaroyal.co.za waterhouse@absamail.co.za weavindp@mweb.co.za liver@vodamail.co.za willowslodge@worldonline.co.za

silvertonguesthouse.co.za also sundown lodge www.tambotilodge.co.za www.tcsguesthouse.co.za www.thediplomat.co.za www.elegantlodge.co.za www.thegreen.co.za www.pillowandspoon.co.za www.thethatchcottage.com www.theupperroom-direct.com www.hatfieldvillage.co.za www.thulathulalodge.co.za www.twooakslynnwood.co.za www.villajana.co.za www.vivaroyal.co.za www.waterhousegl.co.za http://mysite.mweb.co.za

www.willowslodge.co.za

78

ADDENDUM C FURTHER ANALYSIS OF OCCUPANCY LEVELS

TSHWANE ACCOMMODATION SURVEY AND QUARTERLY MONITORING

UNDERTAKEN BY THE DEPARTMENT OF TOURISM MANAGEMENT UNIVERSITY OF PRETORIA

ON BEHALF OF THE CITY OF TSHWANE TOURISM DIVISION

FURTHER ANALYSIS OF OCCUPANCY LEVELS

79

In the draft survey report basic information was provided on the profile of the types of establishments in the City (refer to pg.12) as well as number of beds, occupancy levels and peak periods (refer to pg. 14 and pg.15). This report contains more detailed analysis of the data collected pertaining to occupancy levels in the City, as requested by the Tourism Division. The following aspects will be covered: 1. Supply per accommodation category 2. Occupancy levels 3. Preliminary forecast of occupancy levels 4. Benchmarking Tshwanes performance

1. SUPPLY PER ACCOMMODATION CATEGORY

It can be said that the types of accommodation in the City are proportionally represented by the establishments that have responded to the questionnaire. [Note: it may not be regarded as valid to merely divide the remainder of establishments in the City as listed on the database but who did not respond to the questionnaire, into these categories. It was found in the questionnaires that many establishments placed themselves into different categories than what they had for instance been listed in promotional material, or different to what they would be when formally categorized according to their features. This may be due to the variety of accommodation establishments in existence and lack of clearly defined industry descriptions for each type making people unsure of the category that they belong to] To put City capacity into clear figures, the following table summarizes the numbers of each type of establishment as well as the number of beds and stay units per accommodation category.
NUMBER OF BEDS TOTAL NUMBER NUMBER OF STAY UNITS % OF TOTAL % OF TOTAL % OF TOTAL

CATEGORY

Backpacker / youth hostel 1 0.7% 13 39 27.7% 247 Bed & Breakfast Campsite / caravan park 1 0.7% 4 Game lodge 3 2.1% 22 71 50.4% 523 Guest house Homestay 1 0.7% 6 Hotel 9 6.4% 635 Self-catering cottage/chalet 12 8.5% 154 Serviced apartment 2 1.4% 8 Wedding and conference venue 2 1.4% 64 TOTAL 141 100 1658 [SEE NOTES ON NEXT PAGE]

0.8% 14.9% 0.2% 1.3% 31.5% 0.4% 38.3% 9.3% 0.5% 2.8% 100

34 446 14 47 896 12 1124 371 8 92 3044

1.1% 14.7% 0.5% 1.5% 29.4% 0.4% 36.9% 12.2% 0.3% 3.0% 100

80

[Note: These figures should be regarded as proportional indication per accommodation type] Consider the following when looking at these figures: - These figures will be very different once researchers have managed to get feedback from all existing establishments. - Of the establishments that responded, three hotels, 12 guest houses, 5 B&Bs and 1 selfcatering cottage did not complete these questions in the questionnaire. - Two establishments have indicated that they offer two different types of accommodation Bed & Breakfast as well as self catering units. They did not indicate how many units/beds belong to which category and have, for the purpose of the capacity figures, been placed in the B&B category. - One establishment that has categorized itself as a lodge (no such category given in questionnaire), has been placed in the B&B category, based on the description of facilities. - The two establishments who categorized themselves as wedding and conference venue (no such category given in questionnaire), could possibly be placed in the B&B category (based on description of facilities). - There may be more establishments that can be regarded as serviced apartments rather than self-catering cottages and also more places that could be regarded as lodges (if such a category were to be provided) rather than guesthouses. This discrepancy links up with the statement on the previous page regarding the unclear/informal definition of different types of establishments.

2. OCCUPANCY LEVELS
Occupancy levels were requested for both 2008 as a whole as well as for the first quarter of 2009, January through to March 2009. ACROSS ALL CATEGORIES The average occupancy level for 2008 across all categories of accommodation was 53,9%. The average occupancy level for JanMarch 2009 across all categories was 50,6% [Note: - These figures are based on estimate percentages given by respondents. For future survey purposes respondents will be asked to provide the actual numbers and the researchers will statistically calculate occupancy rates - This occupancy rate could differ greatly if data from all existing establishments in the City were to be included.] OCCUPANCY PER CATEGORY The following table provides a breakdown of the occupancy levels for the various categories. CATEGORY Backpacker / youth hostel ** Bed & Breakfast Campsite / caravan park ** Game lodge Guest house Homestay ** Hotel Self-catering cottage/chalet Serviced apartment Wedding and conference venue 81 2008 (%) 70 49 60 27 51 65 74 60 33 55 2009 (%) 40 47 45 25 52 65 60 53 19 55

[Note: consider that some categories ** are only represented by a single or two establishment and would not be an accurate indication of the occupancy of the category at large]

3. PRELIMINARY FORECAST OF OCCUPANCY LEVELS

For this baseline survey, establishments were asked to give average percentages of occupancy rates over extended periods (2008 as a whole and the first quarter of 2009 as a whole). With the individual occupancies per quarter of 2008 or the individual months of 2009 not being available at this stage, it is difficult to make accurate forecasts of future trends. In order to predict such trends, it will be necessary to undertake at least a follow-up quarterly survey for the period April June 2009. It may prove of some value to use the existing average rates (53,9% and 50,6%) as a baseline from which to predict and measure future performance. When forecasting future occupancy, the peak periods indicated by respondents have to be kept in mind (refer to pg.15 of survey report). During these months (midweek highest; school holidays lowest) the occupancy rates can be expected to increase/decrease accordingly and deviate within an acceptable range from this baseline rate.

4. BENCHMARKING TSHWANES PERFORMANCE

In order to determine the competitiveness of Tshwanes accommodation sector, it can be benchmarked against local competitive cities, national figures as well as relevant international best practices. Compare the information provided for Tshwane with the data given below. (Also refer to the benchmarking study included in the survey report for more detail on the specific organizations and studies mentioned and used below) LOCAL BENCHMARKING 1. STATS SA According to the Tourist Accommodation Survey (preliminary) report of January 2009 (P6410): 900 establishments were used (nationally across South Africa) Response rate was 89,5% Establishments were classified according to income (large, medium, small and micro) 2009 National annual occupancy rate January 2009 Quarter ending January 09 (Nov Jan)

2008 National annual occupancy rate January 2008 Quarter ending January 08 (Nov Jan)

52% 47,6% 51,6%

n/a 43,4% 49,9%

82

2. TOURISM CAPE TOWN According to the Western Cape Tourism Barometer, Volume 2, Issue 2 (August 2008) conducted by Cape Town Routes Unlimited, the following statistics were provided for the city of Cape Town: The survey had 157 respondents General occupancy rate for Q1, 2008 Hotel occupancy Guest House occupancy Bed and Breakfast occupancy Self-catering occupancy 78,59% 83,6% 72,9% 76% 82,3%

In this report they also included statistics provided by a Hotel Benchmark study conducted by Deloitte (2008): (Note: no detail was available on the sample size, sample units or response rate for the study) 2008 OCCUPANCY RATE (%) Gauteng January February March Kwazulu-Natal January February March Western Cape January February March Greater Cape Town January February March 3. DURBAN In the report Statistics of our Tourism Sector, 2008 produced by Tourism KwaZulu-Natal, the following figures were provided for the hotel sector in the city of Durban (for 2007; source Fedhasa KZN): Annual occupancy for 2007 Occupancy for Q1 (Jan Mar) January February March 76% 73% 65,2% 77,3% 76,5% 62.8 81.6 77.1 55.4 70.7 67.1 69.2 85.5 81.6 70.9 88.5 85.1

83

INTERNATIONAL BENCHMARKING

1. CITY OF WELLINGTON (New Zealand) The City of Wellington is in some respects similar to the city of Tshwane in that it is also regarded as a political capital city (destination characteristics). The Ministry of Tourisms Commercial Accommodation Monitor provided the following data for the City of Wellington: [Note: the survey results below are for all the accommodation categories including hotels, motels, hosted such as bed & breakfasts, backpackers and caravan parks) Number of establishments Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 2. AUSTRALIA According to accommodation statistics provided by the Australian Bureau of Statistics (2008): Response rate of 90% Only establishments with a minimum certain number of stay units included in the survey 90 91 92 91 91 90 88 Occupancy rate (%) all categories 62.1 81.4 80.3 68.4 62.8 56.9 60.7 Occupancy rate (%) hotels 57.5 84.3 81.8 69.9 67.2 60.3 64.4

Occupancy for quarter ending March 2008

61,6% [Trend estimate for March 2008 was 64,8%] March 2008 60% Occupancy rates for establishments with 15+ rooms Ranging from 55,3% - 74% Occupancy rates for establishments with 5 14 Ranging from 41,3% - 61,6% rooms 3. CANADA According to the Traveller Accommodation Survey for 2004: Annual occupancy across all categories Small establishments (max 26 rooms) Medium establishments (max 102 rooms) Large establishments (max 350 rooms) Provincial occupancy rates 63% 52% 60% 66% Ranging from 39% - 74%

84